Creating and Delivering Value in Marketing: Proceedings of the 2003 Academy of Marketing Science (AMS) Annual Conference

314 Pages·2015·74.02 MB·English

by  Harlan E. Spotts (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Harlan E. Spotts
Creating and
Delivering Value
in Marketing
Proceedings of the 2003 Academy of Marketing Science
(AMS) Annual Conference
Creating and Delivering Value in Marketing
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Harlan E. Spotts Editor
Creating and Delivering Value
in Marketing
Proceedings of the 2003 Academy of Marketing
Science (AMS) Annual Conference
Washington, D.C., USA
May 28 - May 31, 2003
Editor
Harlan E. Spotts
Western New England University
Springfiel d, M A, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume XXVI edited by Harlan E. Spotts
Copyright © Academy of Marketing Science 2003
All rights reserved.

ISBN 978-3-319-11847-5 ISBN 978-3-319-11848-2 (eBook)
DOI 10.1007/978-3-319-11848-2
Springer Cham Heidelberg New York Dordrecht London
Library of Congress Control Number: 2014954446

© Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE
Officers 2003
President Executive Vice President/Director
M. Joseph Sirgy Harold W. Berkman
Virginia Tech, USA University ofM iami, USA
President-Elect Vice President for Development
Charles W. Lamb Linda Ferrell
Texas Christian University, USA University ofN orthern Colorado, USA
Vice President for Publications Secretary /Treasurer
Michel Laroche John B. Ford
Concordia University, Canada Old Dominion University, USA
Vice President for Membership Immediate Past President
North America Robert A. Peterson
Victoria Crittenden University of Texas at Austin, USA
Boston College, USA
Vice President for Membership VP for Programs
International Barry J.B abin
Margaret "Peggy" Cunningham University of Southern Mississippi
Queens University, Canada
Board of Governors
J. Thomas Mentzer, Chair
University of Tennessee, USA
Jill Attaway A. Parasuraman
Illinois State University, USA University ofM iami,· USA
Julie Baker Leyland Pitt
University of Texas at Arlington, USA Curtin University of Technology, Australia
Leonard L. Berry Jagdish N. Sheth
Texas A&M University, USA Emory University, USA
O.C. Ferrill Michael R. Solomon
Colorado State University, USA Auburn University, USA
Roger A. Kerin Rajan Varadarajan
Southern Methodist University, USA Texas A&M University, USA
Robert F. Lusch
Texas Christian University, USA
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AMS 2003 Conference
Program Chairs
Barry J. Babin Alvin J. Williams
University ofS outhern Mississippi, USA University ofS outhern Mississippi, USA
Program Managers
Buyer/Consumer Behavior Kristy Reynolds
Louisiana State University, USA
Business-to-Business Marketing and Supply Jeffrey E. Lewin
Chain Management Boston College, USA
International Marketing Alphonso 0. Ogbuehi
Bryant College, USA
Integrated Marketing Communications David M. Hardesty
University ofM iami, USA
Marketing Strategy Nigel F. Piercy
Cranfield School ofM anagement, UK
Selling, Sales Management, and CRM Annie H. Liu
(Customer Loyola Marymount Univeristy, USA
Relationship Management)
Teaching and Marketing Education Matthew Joseph
Georgia College and State University
Retailing /Services Marketing David J. Ortinau
University ofS outh Florida, USA
Ethics, Trust and Responsibility in a Anusorn Singhapakdi
Dynamic Marketing Environment Old Dominion University, USA
Research Methods K. Sivakumar
Lehigh University, USA
Electronic Commerce Tracy A. Suter
Oklahoma State University, USA
European Marketing Issues Ralf K. Schellhase
University ofA pplied Sciences, Darmstadt
Doctoral Student Competition Arthur Money
Henley Management College, UK
Proceedings Editor Harlan Spotts
Western New England College, USA
Local Arrangements Salah Hassan
George Washington University, USA
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Awards Coordinators
William R. Darden Award for Best Research Methodology Paper K. Sivakumar
Lehigh University, USA
M. Wayne DeLozier Best Conference Paper Award Alvin J. Williams
University ofS outhern Mississippi, USA
Barry J. Babin
University ofS outhern Mississippi, USA
Mary Kay Doctoral Dissertation Competition Arthur Money,
Henley Management College, UK
JaneK. Fenyo Student Paper Competition Alvin J. Williams
University ofS outhern Mississippi, USA
Barry J. Babin
University ofS outhern Mississippi, USA
Stanley C. Hollander Best Retailing Paper Competition David Ortinau
University ofS outh Florida, USA
Outstanding Marketing Teacher Program Jill Attaway
Illinois State University, USA
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Acknowledgements
The Academy of Marketing Science wishes to extend its sincere thanks to the many individuals and organizations
who have contributed to the successful outcome of the Academy of Marketing Science Annual Meeting. A special
thanks goes to the local organizing committee, which has done an outstanding job in managing an extremely large
number of details and program logistics for a conference of this magnitude.
The management of a conference this big is simply not possible without the special cooperation and assistance of the
program chairs, conference coordinators, and track chairs. Therefore, the most important acknowledgment goes to
Barry Babin and Alvin Williams, Conference Co-Chairs. Further, the track chairs worked relentlessly to encourage
submission of papers, managing the review process in a timely fashion, and in organizing the session details. They
deserve a very special mention and they are also acknowledged in the proceedings.
A special thanks goes to Sally Sultan of the AMS Central Office at the University ofMiami. Without her administra
tive support, this proceedings would not have been possible.
Finally, a major acknowledgment and many grateful thanks go to all those who submitted their work, the reviewers
who assessed the manuscripts and sessions, and the session chairs and discussants who volunteered to take on the per
session duties. With their help and support these individuals helped to make the 2003 Academy of Marketing Science
Conference a success.
Harlan Spotts, Editor
2003 AMS Conference Proceedings
viii
Preface
The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has
grown and prospered ever since. The relevancy of the Academy's mission and activities to our chosen target market
of the marketing professorate has been a key factor in attracting the discipline's best and brightest from all over the
world.
The revised Articles of Association of the Academy, approved the Board of Governors in the spring of 1984,
and by the general membership if the fall of that year, define the mission of the Academy as follows:
1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways
of bringing theory and practice into practicable conjunction.
2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemina
tion of research results.
3. Provide a forum for the study and improvement of marketing as an economic, ethical, social and political force
and process.
4. Furnish, as appropriate and available, material and other resources for the solution of marketing problems, which
confront particular firms and industries, on the one hand, and society at large on the other.
5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on the Fellows'
scholarly activities.
6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research results; to
learn by listening to other presentations and through interaction with other Fellows and guests; to avail them
selves of the placements process; to conduct discussion with book editors; and to exchange other relevant infor
mation.
7. Assist Fellows in the better utilization of their professional marketing talents through redirection, reassignment
and relocation.
8. Provide educator Fellows with insights and suck resources as may be available to aid them in the development of
improved teaching methods, materials, devices and directions.
9. Seek means for establishing student scholarships and professional university chairs in the field of marketing.
10. Offer Fellow of the Academy status to business and institutional executives and organizations.
11. Modify the Academy's purpose and direction as the influence of time and appropriate constructive forces may
dictate.
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