The Sustainable Global Marketplace: Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference

564 Pages·2015·12.15 MB·English

by  Mary Conway Dato-on (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Mary Conway Dato-on
The Sustainable
Global Marketplace
Proceedings of the 2011 Academy of Marketing Science
(AMS) Annual Conference
The Sustainable Global Marketplace
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Mary Conway Dato-on Editor
The Sustainable Global
Marketplace
Proceedings of the 2011 Academy of Marketing
Science (AMS) Annual Conference
Coral Gables, FL USA
May 24-27, 2011
Editor
Mary Conway Dato-on
Rollins College
Winter Park, FL, USA
ReprintfromOriginaledition
The Sustainable Global Marketplace edited by Mary Conway Dato-on
Copyright © Academy of Marketing Science 2011
All rights reserved.

ISBN 978-3-319-10872-8 ISBN 978-3-319-10873-5 (eBook)
DOI 10.1007/978-3-319-10873-5
Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014950640

© Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE

Officers 2011

President Vice President for Membership - North America
Greg W. Marshall Göran Svensson
Rollins College Oslo School of Management

Executive Vice President/Director Vice President for Membership - International
Harold W. Berkman Adilson Borges
University of Miami 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 of New Mexico Western Michigan University

Vice President for Publications
O.C. Ferrell
University of New 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
Gérard Cliquet
Université 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

Program Co-Chairs

O.C. Ferrell G. Tomas M. Hult
University of New Mexico Michigan State University

Track Chairs

Advertising, Promotion, & Communication Diana Haytko, Florida Gulf Coast University
Angeline Close, University of Nevada, Las Vegas

Brand, Image, & Product Management George Low, Texas Christian University
Chris White, Texas Christian University

Customer Relationship Management Greg Marshall, Rollins College
Dimitri Kapelianis, University of New Mexico·

Consumer Behavior William Bearden, University of South Carolina
David Hardesty, University of Kentucky

Entrepreneurial Marketing Claes Hultman, Örebro University
Glenn Omura, Michigan State University

Interactive Marketing Charlie Hofacker, Florida State University
Tracy Suter, Oklahoma State University

International Marketing Saeed Samiee, University of Tulsa
Brian Chabowski, University of Tulsa

Marketing Education & Pedagogy Doug Lincoln, Boise State University
Doug Hoffman, Colorado State University

Marketing Society & Public Policy Scott Vitell, University of Mississippi
Jeannette Mena, University of Mississippi

Marketing Strategy John Hulland, University of Pittsburgh
Vanitha Swaminathan, University of Pittsburgh

Marketing Theory Peter Dickson, Florida International University
Victoria Crittenden, Boston College

Pricing and Revenue Management Dhruv Grewal, Babson College
Anne Roggeveen, Babson College

Research Methodology Roger Calantone, Michigan State University
Sengun Yeniyurt, Rutgers University

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ACADEMY OF MARKETING SCIENCE

Program and Track Chairs

Retailing Julie Baker, Texas Christian University
Kirk Wakefield, Baylor University

Selling & Sales Management Michael Ahearne, University of Houston
Doug Hughes, Michigan State University

Services Marketing Michael Brady, Florida State University
Clay Vorhees, Michigan State University

Sports Marketing T. Bettina Cornwell, University of Oregon
Tom Baker, Clemson University

Industrial Marketing & Supply Chains Matt Myers, University of Tennessee
Daniel J. Flint, University of Tennessee

Sustainability Issues in Marketing J. Joseph Cronin, Florida State University
Jeffery Smith, Florida State University

Latin America – Research & Teaching in Marketing Adilson Borges, Reims Management School
G(cid:280)ran Svensson, Oslo School of Management

Doctoral Student Colloquium Track John B. Ford, Old Dominion University
Todd Donavan, Colorado State University

Mary Kay Doctoral Dissertation Competition John B. Ford, Old Dominion University
Todd Donavan, Colorado State University

AMS Outstanding Marketing Educator Award Jule Gassenheimer, Rollins College

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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 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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ACADEMY OF MARKETING SCIENCE

Acknowledgements

The Academy of Marketing Science is pleased to recognize the individuals who contributed to the success of the 2011
Academy of Marketing Science Conference in Coral Gables, FL. Many people volunteered their time, effort, and ideas. We
offer our sincere thanks to the organizing committee, who handle a wide range of details and logistical issues. Events such as
this conference present many challenges, and we appreciate the efforts of the organizing committee in dealing with those
challenges.

Special acknowledgment goes to our 2011 conference co-chairs, O.C. Ferrell and Tomas Hult. They demonstrated extreme
dedication in successfully managing and coordinating this event. Additionally, the track chairs played a critical role, by
encouraging the submission of manuscripts, managing the review process, and organizing session details.

We offer special thanks to Florence Cazenave of the AMS central office at Louisiana Tech. Florence dealt with the many
administrative tasks related to this event efficiently and thoroughly. Similarly, a true acknowledgement of appreciation goes
to Emily Coogan, MBA Student at Rollins College, Crummer Graduate School of Business. Emily’s incredible
organizational skills and attention to detail made the process of editing the proceedings possible. We appreciate both their
efforts.

Finally, the Academy of Marketing Science offers our sincere thanks to the many faculty who played a role in this
conference: authors, reviewers, session chairs, discussants, and other volunteers who have made the conference a success.
The 2011 Academy of Marketing Science Conference would hot have been possible without the support of these many
individuals.

Mary Conway Dato-on, Editor
2011 AMS The Sustainable Global Marketplace

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