Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

910 Pages·2016·36.7 MB·English

by  Luca Petruzzellis

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Luca Petruzzellis
Russell S. Winer Editors
Rediscovering
the Essentiality
of Marketing
Proceedings of the 2015 Academy
of Marketing Science (AMS) World
Marketing Congress
Rediscovering the Essentiality of Marketing
Developments in Marketing Science:
Proceedings of the Academy of Marketing
Science
More information about this series at h ttp://www.springer.com/series/13409
Luca Petruzzellis • Russell S. Winer
Editors
Rediscovering the
Essentiality of Marketing
Proceedings of the 2015
Academy of Marketing Science (AMS)
World Marketing Congress
Editors
Luca Petruzzellis Russell S. Winer
Department of Business and Law Studies Stern School of Business
University of Bari Aldo Moro New York University
Bari , Italy New York , NY , USA
ISSN 2363-6165 ISSN 2363-6173 (electronic)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-319-29876-4 ISBN 978-3-319-29877-1 (eBook)
DOI 10.1007/978-3-319-29877-1
Library of Congress Control Number: 2016945753
© Academy of Marketing Science 2016
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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 specifi c statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
T he publisher, the authors and the editors are safe to assume that the advice and information in this book
are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the
editors give a warranty, express or implied, with respect to the material contained herein or for any errors
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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 Switzerland
AMS Offi cers (2014–2016)
President
Linda Ferrell, Belmont University, USA
Executive Vice President/Director
Harold W. Berkman, University of Miami, USA
President-Elect
Adilson Borges, NEOMA Business School, France
Immediate Past-President
Victoria Crittenden, Babson College, USA
Vice President for Publications
O.C. Ferrell, Belmont University, USA
Vice President for Programs
Julie Guidry Moulard, Louisiana Tech University, USA
Vice President for Membership-North America
Angeline Close, University of Texas at Austin, USA
Vice President for Membership-International
Nicholas Paparoidamis, IESEG School of Management, France
Vice President for Development
Michael Ewing, Deakin University, Australia
Secretary/Treasurer
Lauren Beitelspacher, Portland State University, USA
v
vi AMS Offi cers (2014–2016)
Co-Chairs, Board of Governors
Joseph F. Hair, Jr., Kennesaw State University, USA
Barry J. Babin, Louisiana Tech University, USA
Co-Directors of International Programs
Jay D. Lindquist, Western Michigan University, USA
Barry J. Babin, Louisiana Tech University, USA
Director of Consortia
Greg Marshall, Rollins College, USA
Associate Directors for Programs
Brad D. Carlson, Saint Louis University, USA
D. Todd Donavan, Colorado State University, USA
AMS Board of Gove rnors (2014–2016)
Barry J. Babin
Louisiana Tech University, USA
Co-Chair (2010–2016)
Joseph F. Hair, Jr.
Kennesaw State University, USA
Co-Chair (2012–2018)
Gérard Cliquet
Université de Rennes, France (2010–2016)
John B. Ford
Old Dominion University, USA (2012–2018)
Michel Laroche
Concordia University, Canada (2012–2018)
James R. Lumpkin
University of Texas at Tyler, USA (2010–2016)
Leyland Pitt
Simon Fraser University, USA (2010–2016)
Rosann Spiro
Indiana University, USA (2012–2018)
Adel El-Ansary
University of North Florida, USA (2014–2020)
vii
viii AMS Board of Governors (2014–2016)
Linda Price
University of Arizona, USA (2014–2020)
Bodo Schleglmilch
Vienna University of Economics and Business Administration, Austria (2014–2020)
Eli Jones
University of Arkansas, USA (2014–2020)
2015 AMS World Marketi ng
Congress—Track Chairs
Conference Co-Chairs
Luca Petruzzellis , University of Bari Aldo Moro, Italy
Russell S. Winer , The Stern School of Business , New York University, USA
Business-to-Business Marketing
Paul Matthyssens, Antwerp University, Belgium
Michele Paulin, Concordia University, Canada
Consumer Behavior
Andrea Bonezzi, New York University, USA
Monika Lisjak, Erasmus University, The Netherlands
Marketing Mix Modeling
Marc Fischer, University of Cologne, Germany
Koen Pauwels, Dartmouth University, USA
Digital and Social Media Marketing
Charles Hofacker, Florida State University, USA
Carlos Flavián, University of Zaragoza, Spain
Entrepreneurship and Small Business
Gaetano Aiello, University of Florence, Italy
Alberto Pezzi, University of Roma Tre, Italy
International Marketing
Saeed Samiee, University of Tulsa, USA
Brian R. Chabowski, University of Tulsa, USA
ix