Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference

882 Pages·2015·216.6 MB·English

by  Leroy Robinson

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Leroy Robinson, Jr.
Marketing Dynamism
& Sustainability:
Things Change, Things
Stay the Same…
Proceedings of the 2012 Academy of Marketing Science
(AMS) Annual Conference
Marketing Dynamism & Sustainability: Things Change,
Things Stay the Same...
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Leroy Robinson, Jr. Editor
Marketing Dynamism
& Sustainability: Things C hange,
Things Stay the Same...
Proceedings of the 2012 Academy of Marketing
Science (AMS) Annual Conference
New Orleans, LA, USA
May 15-20, 2012
Editor
Leroy Robinson, Jr.
University of Houston-Clear Lake
Houston, TX, USA
ReprintfromOriginaledition
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... edited by Leroy Robinson, Jr.
Copyright © Academy of Marketing Science 2012

ISBN 978-3-319-10911-4 ISBN 978-3-319-10912-1 (eBook)
DOI 10.1007/978-3-319-10912-1
Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014953946

© Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE
Officers 2012
President Vice President for Membership -North America
Greg W. Marshall Goran Svensson
Rollins College Oslo School ofM anagement
Executive Vice President/Director Vice President for Membership -International
Harold W. Berkman Adilson Borges
University ofM iami Reims Management School
President-Elect Vice President for Development
Victoria Crittenden Daniel Flint
Boston College University of Tennessee
Immediate Past President Secretary/Treasurer
John B. Ford Anne L. Balazs
Old Dominion University Eastern Michigan University
Vice President for Programs Director of International Programs
Linda Ferrell Jay D. Linquist
University ofN ew Mexico Western Michigan University
Vice President for Publications
O.C. Ferrell
University ofN ew Mexico
Board Of Governors
Chairs: Barry Babin., Louisiana Tech University
Joseph F. Hair, Jr., Kennesaw State University
S. Tamer Cavusgil Naresh K. Malhotra
Georgia State University Georgia Institute of Technology
Nanyang Technological University
Jean-Charles Chebat
HEC-Montreal Peter McGoldrick
Manchester Business School
Gerard Cliquet
Universite de Rennes Robert A. Peterson
University of Texas
Mike Ewing
Monash University Leyland Pitt
Simon Fraser University
Michel Laroche
Concordia University Jagdish N. Sheth
Emory University
James R. Lumpkin
Louisiana Tech University
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ACADEMY OF MARKETING SCIENCE
Program and Track Chairs
Barry J. Babin Adilson Borges Eli Jones
Program Co-Chair Program Co-Chair Program Co-Chair
Louisiana Tech University Reims Management School Louisiana State University
Retail Services and Marketing Internet Marketing Eliane P. Z. Brito
Lauren Beitelspacher Nicholas Paparoidamis Fundacao Getli.lio Vargas
Portland State University IESEG Lille, France
Juan-Carlos S. Varela
Emotion in Marketing Ruben Chumpitaz University qf Turabo
Kate Pounders IESEG Lille, France
California State University- San Marketing Research
Bernardino Ethnic Marketing David J. Ortinau
Sweta Thota University ofS outh Florida
Marketing Education University ofS an Francisco
Jill Attaway Value Co-creation
Illinois State University Doctoral Colloquium Bidisha Burman
John Ford Appalachain State University
Marketing Communication and Old Dominion University
Promotion Dipayan Biswas
Julie Guidry Moulard Children and Adolescent University ofS outh Florida
Louisiana Tech University Consumers
Aysen Bakir Marketing Strategy
Sales and Sales Management Illinois State University Raj Iyer
JayMulki Bradley University
Northeastern University, Boston Consumer Behavior
Laura Flurry Supply Chain Management
Product and Brand Management Louisiana Tech University Doug Lambert
Stephanie Slater Ohio State University
CardiffB usiness School Fashion Merchandising,
Marketing, and Retailing Matias G. Enz
Pricing Joy Kozar Cranfield University
Richard Hanna Kansas State University
Northeastern University Management and HR
Entrepreneurship and Small Yasemin Ocal Atinc
Marketing Ethics Business Management Auburn University Montgomery
Mahmoud Darrat Fredric Kropp
Auburn University Montgomery Monterey Institute ofI nternational Guclu Atinc
Studies Drake University
International Marketing
Tomas Hult Relationship Marketing:
Michigan State University Emotions, Experiences, and
Friendships
Erkan Ozkaya Judith Anne Garretson Folse
California State Polytechnic Louisiana State University
University
Latin America Marketing Issues
Technology and the Marketing Goran Svensson
Discipline Oslo School ofM anagement
Christina Chung
Ramapo College ofNewJersey
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ACADEMY OF MARKETING SCIENCE
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 dissemination 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 themselves of the
placements process; to conduct discussion with book editors; and to exchange other relevant information.
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 ofthe 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.
2012 AMS Marketing Dynamism & Sustainability: Things Change, Things Stay the Same ...
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ACADEMY OF MARKETING SCIENCE
Acknowledgements
The Academy of Marketing Science would like to recognize those individuals and organizations who contributed their time,
effort, and ideas toward the success of the Academy of Marketing Science Annual Conference in New Orleans, LA, United
States. Genuine appreciation goes to the organizing committee, which performed well in administering a vast array of
challenges and logistics required for an event of this scale.
Incredible commitment is required for the successful management and coordination of an event of this measure. Special
acknowledgement goes to the conference co-chairs, Barry J. Babin, Adilson Borges, and Eli Jones. In addition, the track
chairs were essential in the encouragement of the submission of abstracts, attentively managing the review process, and
organizing the session details.
Heartfelt recognition goes to Florence Cazenave of the AMS Central Office at Louisiana Tech. Florence's diligence in
dealing with countless administrative tasks related to this event was critical in staging such a successful conference.
Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and ideas,
the reviewers, the session chairs, discussants, and others who volunteered to make the meeting a success. The 2012
Academy of Marketing Science Conference would hot have been possible without the support of these many individuals.
Leroy Robinson, Jr., Editor
2012 AMS Developments in Marketing Science
2012 AMS Marketing Dynamism & Sustainability: Things Change, Things Stay the Same ...
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ACADEMY OF MARKETING SCIENCE
Distinguished Fellows
Roy Adler O.C. Ferrell Robert Luke
Gerald Albaum Ken Grant James Lumpkin
Lyn Amine Kent Granzin Greg Marshall
Jill Attaway Paul Green John Mentzer
Julie Baker Dhruv Grewal Naresh Malhotra
Barry Babin Joe Hair Barry Mason
Peter Banting Doug Hawes A. Parasuraman
Sharon Beatty Roger L. Jenkins Robert Peterson
Leonard Berry Roger Kerin Coskun Samli
Harold W. Berkman Kathleen Krentler Bodo Schlegelmilch
Vicki Crittenden Vishnu Kirpalani Stanley Shapiro
Michael Czinkota Robert King Jagdish Sheth
Jean Charles Chebat David Kurtz Joe Sirgy
William Darden Charles Lamb Rosann Spiro
Adel El-Ansary Michel Laroche Rajan Varadarajan
John Ford Jay Lindquist
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