Thriving in a New World Economy Proceedings of the 2012 Academy of Marketing Science World ...

412 Pages·2012·20.17 MB·English

by  Kirk Plangger

Proceedings of the 2012
Academy of Marketing Science
World Marketing Congress~
Cultural Perspectives in Marketing
(WMC~CPM)

Thriving in a New World Economy

August 28 - September 1, 2012

Proceedings Editor
Kirk Plangger
Simon Fraser University

ISSN 0889-3063
ISBN 0-939783-52-5
Volume IX
Thriving in a New World Economy

Conference Co-Chairs:
Victoria L. Crittenden, Boston College, USA
Joseph Hair, Kennesaw State University, USA
Nic Terblanche, University of Stellenbosch, South Africa

We are extremely pleased to welcome you to Buckhead (Atlanta) and the AMS Cultural Perspectives
Conference, now a component of the World Marketing Congress. The AMS continues to grow as the
preeminent international marketing society. Authors from almost 50 different countries submitted close
to 200 competitive submissions to this conference. This resulted in 45 sessions over the three days of
the conference, plus the plenary session with our Global Marketer Sheryl Adkins-Green. The program
offers marketing scholars a wide variety of interesting topics to explore, with many sessions presenting
research that links previous marketing knowledge with present day global issues. We hope the meeting
is professionally engaging, and we are confident you will find the conference interesting and thought
provoking. As well, we are equally confident that you will enjoy the food, shopping, and various
cultural activities in the Atlanta area.

Thanks to all who submitted papers and to the 125 people who served as reviewers. A special thanks to
our Executive Vice-President and Director, Harold W. Berkman and to Florence Cazenave, Director of
Marketing and Communication. Finally, we appreciate the efforts of the track chairs that coordinated
paper submissions and reviews. Most of their work goes on behind the scenes, but the program would
not be possible without their help. Please accept our sincere thanks to all attendees for being such an
important part of the 2012 program.

Many thanks to our sponsors:

And thank you to our donors:

Victoria L. Crittenden William F. Crittenden
Linda K. Ferrell O.C. Ferrell
John B. Ford Joseph F. Hair, Jr.
Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 ii
2012-2014 ACADEMY OF MARKETING SCIENCE OFFICERS

President
Victoria L. Crittenden, Boston College, USA

Executive Vice President/Director
Harold W. Berkman, University of Miami, USA

President-Elect
Linda Ferrell, University of New Mexico, USA

Immediate Past-President
Greg W. Marshall, Rollins College, USA

Vice President for Publications
O.C. Ferrell, University of New Mexico, USA

Vice President for Programs
Adilson Borges, Reims Management School, France

Vice President for Membership-North America
Julie Guidry Moulard, Louisiana Tech University, USA

Vice President for Membership-International
Constantine S. Katsikeas, University of Leeds, UK

Vice President for Development
Michael Hartline, Florida State University, USA

Secretary/Treasurer
Lauren Beitelspacher, Portland State University, USA

Co-Director of International Programs
Jay D. Lindquist, Western Michigan University, USA

Co-Director of International Programs
Barry J. Babin, Louisiana Tech University, USA

Director of Consortia
John B. Ford, Old Dominion University, USA

Director of Social Media
Colin Campbell, Monash University, Australia

Director of Doctoral Student and Junior Faculty Initiatives
Angeline Close, University of Texas – Austin, USA

BOARD OF GOVERNORS

Barry J. Babin, Co-Chair
Louisiana Tech Univ., USA (2010-2016)

Joseph F. Hair, Jr., Co-Chair
Kennesaw State University, USA (2012-2018)

Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 iii
Jean-Charles Chebat
HEC Montréal, Canada (2008-2014)

Gérard Cliquet
Université de Rennes, France (2010-2016)

Mike Ewing
Monash University, Australia (2008-2014)

John Ford
Old Dominion University, USA (2012-2018)

Michel Laroche
Concordia University, Canada (2012-2018)

James R. Lumpkin
Louisiana Tech University, USA (2010-2016)

Peter J. McGoldrick
University of Manchester, UK (2008-2014)

Robert Peterson
University of Texas-Austin, USA (2008-2014)

Leyland Pitt
Simon Fraser University, Canada (2010-2016)

Rosanne Spiro
Indiana University, USA (2012-2018)

TRACK CHAIRS AND PROGRAM MANAGERS

Business-to-Business Marketing
Alexander Haas, University of Graz, Austria
Jeff Tanner, Baylor University, USA

Consumer Behavior
Gergana Nenkov, Boston College, USA
Vincent Wayne Mitchell, City University, UK

Electronic and Interactive Marketing
Esmail Salehi-Sangara, Lulea University of Technology, Sweden
Michael Parent, Simon Fraser University, Canada

Entertainment & Leisure Marketing
Janée N. Burkhalter, St. Joseph’s University, USA
Corliss G. Thornton, Georgia State University, USA

Entrepreneurship and Family Business
Elmarie Venter, Nelson Mandela Metropolitan University, S.Africa
Torsten Pieper, Kennesaw State University, USA

Environmental Issues and Sustainability
Michael Jay Polonsky, Deakin University, Australia
Joseph Cronin, Florida State University, USA
Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 iv
Excellence in Marketing Education & Innovative Teaching
Leyland Pitt, Simon Fraser University, Canada
Sharyn Rundle-Thiele, Griffith University, Australia

Global Marketing
Margit Enke, Technische Universitat Bergakademi Freiberg, Germany
Patrick Poon, Lingnan University, Hong Kong

Health Care Marketing
Stefan Lagrosen, University West, Sweden
Ronika Chakrabarti, Lancaster University Management School, UK

Innovation & Creativity
Michael Gibbert, University of Lugano, Italy
Jan Kietzmann, Simon Fraser University, Canada

Integrated Marketing Communications
Deanne Brocato, Iowa State University, USA
Angeline Close, The University of Texas, USA

Marketing Ethics, Corporate Governance, & Leadership
Bodo Schlegelmilch, Wirtschaftsuniversitaet Wien, Austria
Terri Rittenburg, University of Wyoming, USA

Marketing in BRICS
Gregory Kivenzor, Rivier University, USA
Michael Czinkota, Georgetown University, USA

Marketing Strategy
Deon Nel, Flinders University, Australia
Yuksel Ekinci, Oxford Brookes University, UK

Product & Pricing Strategies
Richard Leventhal, Journal of Product and Brand Management, USA
Dennis Pitta, University of Baltimore, USA

Relationship Marketing
Adrian Palmer, University of Wales, UK
Jacqueline Pels, Universidad Torcuato Di Tella, Argentina

Research Methods & Scale Development
Christo Boshoff, University of Stellenbosch, South Africa
Richard Hanna, Northeastern University, USA

Retailing
Harry Timmermans, Eindhoven University of Technology, Netherlands
Aron O’Cass, University of Newcastle, Australia

Selling & Sales Management
Jay Mulki, Northeastern University, USA
Derek N. Hassay, University of Calgary, Canada

Services Marketing
Hean Tat Keh, University of Queensland, Australia
Charles Blankson, University of North Texas, USA
Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 v
Social Media & User Generated Content
Colin Campbell, Monash University, Australia
Anjali Bal, Simon Fraser University, Canada

Tourism
J.R. Brent Ritchie, University of Calgary, Canada
Jane Ali-Knight, Edinburgh Napier University, UK

Wholesale Distribution & Supply Chain Management
Leigh Sparks, University of Stirling, UK
Stephan Visagie, University of Stellenbosch, South Africa

Wine Marketing
Barry J. Babin, Louisiana Tech University, USA
Janeen Olsen, Sonoma State University, USA

Local Arrangements
Lucas Hopkins, Kennesaw State University, USA
Mike Simmons, Kennesaw State University, USA

Proceedings Editor
Kirk Plangger, Simon Fraser University, Canada

Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 vi
TABLE OF CONTENTS

Session Number and Name Page Number

Session 1.1. Exploring and Exploiting Relationships in Business Markets 1

Session 1.2. Understanding the Sales Force 7

Session 1.3. Entrepreneurship & Family Business in the Global Marketplace 14

Session 1.4. Embedding Ethics in Corporate Practice 26

Session 1.5. Customer Evaluation and Cultural Embeddedness 32

Session 2.1. When Firms Get Talkative: A Look at Corporations and Social Media 45

Session 2.2. Meet the Editors 56

Session 2.3. Research Issues in Various Markets 57

Session 2.4. Sustainable Consumption 74

Session 2.5. Aspects of Destination Management 81

Session 3.1. Advertising in a Connected World 92

Session 3.2. Marketing in Emerging Markets 103

Session 3.3. Brand and Communication Strategies 116

Session 3.4. Profitable Selling 125

Session 3.5. Thinking Strategically 132

Session 4.1. Service Delivery in Emerging Economies 139

Session 4.2. Entertainment & Leisure Consumption 147

Session 4.3. Marketing Marketing Education 152

Session 4.4. Conspicuous Consumption or Value Choices? 163

Session 4.5. Consumers and Health Care 179

Session 5.1. How Customers are Served in BRICS 188

Session 5.2. Entertainment & Leisure Marketing 199

Session 5.3. Selling and Consuming 207

Session 5.4. Understanding Tourism/Tourist Behavior 217

Session 5.5. Product, Pricing, and Channel Strategies 231

Session 6.1. Plenary Session – 2012 Global Marketer 233

Session 7.1. Electronic and Interactive Marketing 234

Session 7.2. Engaging Students – The Importance of Subject Matter 246
Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 vii
Session 7.3. Promotional Strategies 255

Session 7.4. Socially Responsible Marketing 266

Session 7.5. Buying Behavior 275

Session 8.1. Dimensions of Corporate Social Responsibility 291

Session 8.2. Exploring the ‘Why’ and ‘How’ of Consumer Interactions in a Web 2.0 World 298

Session 8.3. Expert Panel Discussion: BRICS Cultural Perspectives, Consumer Behavior and Marketing Strategies 300

Session 8.4. Cultural Issues in Branding and Communication 301

Session 8.5. Retailing Relationships 311

Session 9.1. Understanding How Consumers use the Social Web 316

Session 9.2. PLS-SEM: Future Research Opportunities 322

Session 9.3. Women in Management and Marketing Education 323

Session 9.4. Marketing in the Health Care Industry 324

Session 9.5. Decision Making 340

Session 10.1. Organizational Behavior - Internal and External Factors 351

Session 10.2. Maximizing your Teaching Tools 364

Session 10.3. Marketing Challenges in BRIC 370

Session 10.4. Service Innovation and Customer Management 385

Session 10.5. Wine Marketing 393

Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 viii
INDEX OF PARTICIPANTS BY SESSION NUMBER

Abreu, M. 10.1 Crittenden, V.L. 2.2, 6.1, 10.1
Adkins-Green, S. 6.1 Crittenden, W.F. 10.1
Ahn, K. 2.5 Cui, C. 2.3, 4.5
Albinsson, P.A. 2.4, 4.5, 10.5
Alijani, S. 3.5 Dadzie, C. 4.1
Allan, D. 4.2 Dadzie, K.Q. 4.1
Awanis, S. 2.3 Dai, B. 10.4
Das, M. 5.3
Babin, B. 2.2 Dimitriadis, S. 8.5
Babin, L. 5.2 Dionísio, P. 4.3
Bacile, T. 10.2 Dollinger, M. 2.2
Bagramian, R. 10.3 Dos Santos, M. 8.1
Bakshi, M. 3.3 Ducu, S. 7.1
Bal, A. 8.2, 9.3
Banikema, A. 7.5 Eisenberg, E. 5.5
Batat, W. 1.5 Ekinci, Y. 9.5
Bauer, H. 2.1 Elbeck, M. 4.3
Baumann, J. 1.2
Bazile, H. 1.4 Felix, R. 7.3, 9.5
Bejarano, M. 3.2 Feng, J. 2.3
Berndt, A. 7.2 Ferdous, A. 10.1
Bevelander, D. 9.3 Ferguson, K. 2.4
Bhatli, D. 7.5, 10.4 Ferguson, N.S. 4.2
Blankson, C. 1.3, 3.5, 4.1 Ferrell, L. 1.4
Borges, A. 8.3 Ferrell, O.C. 1.4
Bose, M. 8.4 Fischer, D. 2.1
Boshoff, C. 2.3 Ford, J. 8.3
Brock, C. 10.4 Fregidou-Malama, M. 9.4
Burkhalter, J.N. 4.2 Fritz, W. 8.4
Butler, D. 2.2
Gai, L. 3.1, 4.4
Caemmerer, B. 8.4 Garcia-De-Frutos, N. 4.4
Calatone, R. 7.4 George, W. 9.5
Calvert, L. 9.3 Georgi, D. 7.1
Campbell, C. 8.2, 10.5 Gironda, J. 1.1, 3.1, 5.2, 9.1
Campbell, E. 10.1 Golden, L. 9.4
Carillo, I.M. 4.5 Gomez, L. 2.1
Ceballos, L.M. 3.2 Goneos-Malka, A. 1.1, 5.1
Chalmeta, R. 2.1 Grant, G. 2.1
Chang, A. 5.2 Grobler, A. 5.1
Chao, E. 10.1 Guelow, W. 8.4
Chapman, A. 9.1 Guesalaga, R. 4.1, 5.5
Chaudhury, S.R. 4.5, 10.5 Gupta, A. 2.4
Chen, K. 5.2
Chipp, K. 3.2, 4.4 Haas, A. 1.1, 3.4
Choi, L. 7.1 Hadley, F. 4.2
Choo, H. 2.5, 5.4 Haefner, J. 10.3
Christodoulides, G. 3.1 Haefner, M. 10.3
Christodoulides, P. 5.4 Hair, J.F. 1.3, 7.2, 9.2
Chrysochou, P. 2.4 Hakala, U. 4.3, 7.3
Chumpitaz, R. 5.3 Hakan, H. 7.5
Cliquet, G. 7.1, 8.5 Hall, D. 8.1
Cohen, C. 1.4, 3.5, 5.5, 7.4, 9.1, 10.5 Halvorson, W. 8.2
Cohen, J. 10.5 Heller, Q. 10.5
Corder, C. 3.2 Henderson, G.R. 5.2
Corrada, M. . 4.5 Henneberg, S. 1.1
Coudounaris, D. 5.4 Herold, S. 2.3
Cowan, K. 1.3, 3.5, 8.5 Hinck, W. 7.3
Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 ix
Hogan, G. 4.5, 9.4 Meik, J. 10.4
Holzmueller, H. 2.1 Menon, P. 7.3
Hopkins, L. 2.3 Merchant, A. 9.5
Hoppenot, A. 3.5 Meyer, F. 7.4
Horng, S. 5.2 Mills, A. 8.2, 10.5
Huber, F. 7.4 Mishra, P. 3.3
Hudrasyah, H. 3.3 Mkhwanazi, P. 4.4
Hughes, M.U. 10.3 Moench, V. 10.5
Huhmann, B. 3.3 Mora, J. 5.3, 7.5
Hulland, J. 3.1 Mukherjee, A. 4.5
Hyder, A. 9.4 Mulki, J. 3.4
Hynes, N. 5.1, 8.4 Musatova, Z. 3.2, 10.3

Jean-Paul, S. 5.4 Naudè, P. 1.1
Jelassi, T. 10.4 Nel, D. 8.3
Jeon, S. 4.4 Nevins-Henson, J. 8.4
Jha, M. 1.5 Ngamsiriudom, W. 4.4, 7.5
Jordaan, A. 10.2 Nguyen, T. 4.4
Jordaan, Y. 10.2 Nicholls, J. 7.2

Kalafatis, S. 3.5 O’Loughlin, D. 4.5, 9.4
Kalamas, M. 5.5, Oh, J. 1.2
Kapelianis, D. 3.2, 4.4 Ohme, R. 2.3
Karhu, P. 3.4 Ortega-Egea, J.M. 4.4
Keig, D. 4.3, 7.2 Özen, H. 7.1
Killian, G. 3.1 Özgür, U. 4.1
Kim, M. 9.5 Öztürk, S. 4.1
Kivenzor, G. 3.2, 8.3
Kıygı, S. 4.1 Padin, C. 8.1, 10.4
Kodaz, N. 7.1 Paluch, S. 2.1
Kopf, D. 2.4 Papaoikonomou, E. 5.3
Korgaonkar, P. 3.1, 9.1 Paparoidamis, N.G. 5.3
Krystallis, A. 2.4 Papista, E. 2.4, 8.5
Kurtulus, K. 7.5 Parent, M. 3.1, 8.2, 10.2
Kvasova, O. 5.4 Paswan, A. 1.3
Patel, V. 1.3
La Rocca, A. 1.1 Pelton, L. 1.2, 8.4
Lawry, C. 7.1 Peterson, M. 1.1
Le Meunier-Fitzhugh, K. 1.2 Petrescu, M. 3.1
Le Meunier-Fitzhugh, L. 1.2 Phou, S. 1.5
Leal, C. 4.3 Pieper, T. 1.3, 2.2
Lee, J.J. 2.5 Pitt, L. 9.3
Leischnig, A. 4.4 Pitta, D. 4.1
Lemmetyinen, A. 4.3 Plangger, K. 2.1, 8.2, 10.2
Leonidou, L. 5.4 Polonsky, M. 10.1
Lichrou, M. 4.5 Purwanegara, M.S. 2.5
Limbu, Y. 3.3, 4.5
Lindridge, A. 1.5 Rajamma, R. 1.3
Liu, L.A. 2.3 Ramalhete, R.M. 3.3
Locander, D. 3.4, 7.3 Ramos, C. 1.1
Reams, R. 5.5
Ma M. 4.4 Rendall, J. 10.5
Mahmoud, A.M. 7.4 Reyneke, M. 9.1, 10.2
Maier, M. 2.5 Rickard, M. 1.1, 10.2
Majra, H. 5.1 Ring, A. 2.5
Mangleburg, T. 3.1 Ringle, C. 9.2
Manika, D. 9.4 Rippe, C. 1.2, 7.2
Marshall, G. 2.2 Rittenburg, T. 1.4
Marshall, P. 5.5 Ritz, W. 1.2, 3.4
Martin, E. 8.4 Root, A. 3.1
Matthews, L. 8.5 Rose, G. 9.5
Matukin, M. 2.3 Rosenbloom, A. 10.3
Proceedings of AMS’ World Marketing Congress ~ Cultural Perspectives in Marketing © 2012 x