Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference

758 Pages·2018·16.88 MB·English

by  Nina Krey

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Nina Krey
Patricia Rossi E ditors
Back to the Future:
Using Marketing
Basics to Provide
Customer Value
Proceedings of the 2017 Academy
of Marketing Science (AMS) Annual
Conference
Back to the Future: Using Marketing
Basics to Provide Customer Value
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Nina Krey • Patricia Rossi
Editors
Back to the Future:
Using Marketing Basics
to Provide Customer Value
Proceedings of the 2017
Academy of Marketing Science (AMS)
Annual Conference
Editors
Nina Krey Patricia Rossi
Rohrer College of Business Marketing Department
Rowan University IÉSEG School of Management
Glassboro, NJ, USA Lille, France
ISSN 2363-6165 ISSN 2363-6173 (electronic)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-319-66022-6 ISBN 978-3-319-66023-3 (eBook)
DOI 10.1007/978-3-319-66023-3
Library of Congress Control Number: 2017957615
© Academy of Marketing Science 2018
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of
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The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specific statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this book
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Printed on acid-free paper
This Springer imprint is published by Springer Nature
The registered company is Springer International Publishing AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
AMS OFFICERS (2016–2018)
President Vice President for
Adilson Borges, Carrefour & NEOMA Membership-International
Business School, France Nicholas Paparoidamis, IÉSEG School
of Management, France
Executive Vice President/
Director Vice President for Development
Harold W. Berkman, University Angeline Close Scheinbaum,
of Miami, USA University of Texas at Austin, USA
President-Elect Secretary/Treasurer
O.C. Ferrell, Auburn University, USA Nina Krey, Rowan University, USA
Immediate Past-President Co-Chair, Board of Governors
Linda Ferrell, Auburn Joseph F. Hair, Jr., University of South
University, USA Alabama, USA
Barry J. Babin, Louisiana Tech
Vice President for Publications
University, USA
James S. Boles, University of North
Carolina at Greensboro, USA Co-Director of International
Programs
Vice President for Programs
Jay D. Lindquist, Western Michigan
Julie Guidry Moulard, Louisiana Tech
University, USA
University, USA
Barry J. Babin, Louisiana Tech
Vice President for University, USA
Membership-North America
Director of Social Media
D. Todd Donavan, Colorado State
Janna Parker, James Madison
University, USA
University, USA
AMS BOARD OF GOVERNORS (2016–2018)
Barry J. Babin Michel Laroche
Louisiana Tech University, USA Concordia University, Canada
Co-Chair (2016–2022) (2012–2018)
Joseph F. Hair, Jr. David Ortinau
University of South Alabama, USA University of South Florida, USA
Co-Chair (2012–2018) (2016–2022)
Adel El-Ansary Leyland Pitt
University of North Florida, USA Simon Fraser University, Canada
(2014–2020) (2016–2022)
John B. Ford Linda Price
Old Dominion University, USA University of Arizona, USA
(2012–2018) (2014–2020)
Jean-Luc Herrmann Bodo Schlegelmilch
University of Lorraine, France Vienna University of Economics and
(2016–2022) Business Administration, Austria
(2014–2020)
Eli Jones
Texas A&M University, USA Rosann Spiro
(2014–2020) Indiana University, USA (2012–2018)
2017 AMS ANNUAL CONFERENCE CO-CHAIRS:
Narongsak (Tek) Thongpapanl, Brock University, Canada
Kate Pounders, University of Texas at Austin, TX, USA
2017 AMS ANNUAL CONFERENCE
TRACKS AND TRACK CHAIRS
Advertising and IMC
Anjali Bal, Babson College, USA
Kelly Weidner, Dominican University of California, USA
Brand Management
Sukki Yoon, Bryant University, USA
Joe Vella, University of Malta, Malta
Consumer Behavior
Patricia Norberg, Quinnipiac University, USA
Allyn White, University of Mississippi, USA
Digital Marketing and Social Media
Kirk Plangger, King’s College London, UK
Abdul Rehman Ashraf, NEOMA Business School, France
Ethics and Corporate Social Responsibility
Pia Albinsson, Appalachian State University, USA
Bidisha Burman, Appalachian State University, USA
Futuristic Marketing and Technology: Internet of Things and Other
Emerging Trends
Jan Kietzmann, Simon Fraser University, Canada
Andrew Flostrand, Simon Fraser University, Canada
Marketing Metrics, Analytics, and Research Methods
Colin Campbell, Kent State University, USA
Kacy Kim, Elon University, USA
Marketing Pedagogy and Education
Dimitri Kapelianis, University of New Mexico, USA
Kevin Shanahan, Mississippi State University, USA
Marketing Strategy
Jeannette A. Mena, University of South Florida, USA
Billur Akdeniz, University of New Hampshire, USA
International Marketing
Gary Knight, Willamette University, USA
Nila Wiese, University of Puget Sound, USA
Innovation and New Product Development
Eric Shih, Sungkyunkwan University, Korea
Seigyoung Auh, Arizona State University, USA
Public Policy and Marketing for Nonprofits
Christopher Hopkins, Clemson University, USA
Karen Hood, Eastern Kentucky University, USA
Relationship Marketing: B2B and B2C
Jeffrey P. Boichuk, University of Virginia, USA
Rodrigo Guesalaga, Cranfield University, UK
Retailing and Pricing
Monika Kukar-Kinney, University of Richmond, USA
Lan Xia, Bentley University, USA
Sales Management
Constantine S. Katsikeas, Leeds University Business School, UK
Bulent Menguc, Leeds University Business School, UK
Sensory and Food/Beverage Marketing
Leyland Pitt, Simon Fraser University, Canada
Emily Treen, Simon Fraser University, Canada
Services Marketing
Brad Carlson, Saint Louis University, USA
Todd Donavan, Colorado State University, USA
Sports, Entertainment, and Events Marketing
Nina Krey, Rowan University, USA
Lauren Brewer, University of Texas-Arlington, USA
Supply Chain Management and Logistics
Alvin Williams, University of South Alabama, USA
Jennifer Espinosa, Rowan University, USA
Doctoral Colloquium
John Ford, Old Dominion University, USA
Altaf Merchant, University of Washington, USA
Mary Kay Inc. Doctoral Dissertation Competition
Cesar Zamudio, Kent State University, USA
Raj Agrihotri, University of Texas-Arlington, USA
Andy Wood, James Madison University, USA
Lamb-Hair-McDaniel AMS Outstanding Marketing Teacher Competition
Dipayan (Dip) Biswas, University of South Florida, USA
Christine Kowalczyk, East Carolina University, USA
John E. Cicala, Texas A&M University-Kingsville, USA
Special Session Submissions
Adam Mills, Loyola University-New Orleans, USA
Karen Robson, Central Michigan University, USA
Proceedings Editors
Nina Krey, Rowan University, USA
Patricia Rossi, IÉSEG School of Management, France