AMA Winter Educators’ Conference 2007
[Pages:14]American Marketing Association
AMA Winter Educators' Conference
2007
"Marketing Theory and Applications"
AMA Educators Proceedings Volume 18
February 16-19, 2007 San Diego, California, USA
Printed from e-media with permission by:
Curran Associates, Inc. 57 Morehouse Lane Red Hook, NY 12571
ISBN: 978-1-60423-815-0
Some format issues inherent in the e-media version may also appear in this print version.
Copyright ? 2007, American Marketing Association
Printed in the United States of America
Publications Director: Francesca V. Cooley Project Coordinator: Christopher Leporini Cover Design: Jeanne Nemcek Typesetter: Marie Steinhoff ISSN: 1054-0806 ISBN: 0-87757-324-7
All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage or retrieval system, without the written permission of the American Marketing Association.
American Marketing Association
AMA Winter Educators' Conference 2007 ? Volume 18
TABLE OF CONTENTS
TABLE OF CONTENTS
iii
PREFACE AND ACKNOWLEDGMENTS
xv
BEST PAPERS BY TRACK
xvi
LIST OF REVIEWERS
xvii
ENHANCING STUDENT LEARNING IN MARKETING
Integrating the Technological Resources of the Online Learning Environment with
the VAK Learning-Styles Model to Foster Student Learning
T. Rick Whiteley
1
Web Courses for On-Campus Students: An Online Principles Course for Non-Majors
Robert Ping
10
An Exploratory Investigation of the Impact Study Time and Study Habits Have on
Academic Performance of College Students
Sarath A. Nonis, Clint Relyea, Gail I. Hudson
18
EXTERNAL (WOM) INFLUENCES ON CONSUMER BEHAVIOR
A Belief Updating Perspective of Combining Information from Sequential Multiple
Sources: Do Past Agreements Matter?
Dipayan (Dip) Biswas, Ashok K. Lalwani
20
Categorizing the Potential and Value of WOM-Referrals: Towards a Comprehensive
Typology of Social Influencers
Klaus-Peter Wiedmann, Nadine Hennigs, Sascha Langner
22
Who Is Spreading the Word? The Positive Influence of Extraversion on Consumer
Passion and Brand Evangelism
Kurt Matzler, Elisabeth A. Pichler, Andrea Hemetsberger
25
NEW MARKETS
The Emergent Knowledge Systems and Co-Shaping of Innovative Tools for Life
Science Explorations: The Analysis on the Formation of a Research Tool Kit Market
Yansong Hu, Damien McLoughlin
33
Discovering Value Perceptions of Mobile Services with Critical Incident
Technique (CIT)
Minna Pura, Johanna Gummerus
35
Technology Mediation in Service Delivery: A New Typology and an Agenda for
Managers and Academics
Jan H. Schumann, Nancy V. Keller, Florian V. Wangenheim,
Hartmut H. Holzm?ller
44
iii
IMPACT OF SPONSORSHIP
The Impact of Articulation and Audience Participation on the Evaluation of
Incongruent Sponsorships
Daniel Wentzel, Torsten Tomczak, Caspar Coppetti
46
Effectiveness of Sponsorship Communications: A Conceptual Framework Predicting
Explicit and Implicit Memory
Chanel M. Stoyle, T. Bettina Cornwell
48
Global Brand Equity Model: Combining Customer-Based with Product-Market
Outcomes Approaches
Haizhong Wang, Yujie Wei, Chunling Yu, Ping Zhao
50
CONSUMERS' PERCEPTIONS IN SERVICE ENCOUNTERS
When Not to Say You're Sorry: An Examination of the Negative Outcomes of
Apologies
Keith Richards, Doug Walker
51
Consumers' Perceptions of Firms Employing Counter-Stereotypical Service Providers:
Making a Case for a Gender Diverse Work Force
Valerie S. Folkes, Shashi Matta
53
Jaycustomer Behavior and Its Effects on Target Customers' Cognitive and
Emotional Responses
Jacob Jou, Chun Ming Yang
55
CONTEMPORARY ISSUES IN CONSUMER CULTURE
The Effects of Regulatory Focus on Romantic Couples' Gift Giving Behaviors
Hieu P. Nguyen, James M. Munch
57
Reasons Behind Body Art Adoption: What Motivates Young Adults to Acquire
Tattoos
Iryna Pentina, Nancy Spears, Jeff Sager
59
The Role of Fantasy in Experiential Marketing: Negotiating and Co-Creating
the Renaissance Festival Experience
Clinton D. Lanier, Jr.
61
FACTORS AFFECTING FUTURE WELLBEING
Looking Ahead to Greener Pastures? An Examination of Consumer's Intentions to
Engage in Funeral Planning
Elyria Kemp, Steven W. Kopp
63
Increasing the U.S. Retirement Savings Rate: The Influence of Individual Traits,
Self Theory, and Perceptual Biases
Pam Scholder Ellen, Joshua L. Wiener, Paula Fitzgerald Bone
66
The Moderating Impact of Price Controls on Buyers' Use of Reference Price in
Service Markets
D. Eric Boyd
68
iv
UNDERSTANDING CUSTOMERS, LOYALTY, AND VALUE IN GLOBAL MARKETS
International Country Segmentation: Comparative Cluster Analysis Over Three
Time Periods
Desislava Budeva
69
Delivering Superior Value Through Global Integration Strategies: A Knowledge
Management Based Approach
M. Billur Akdeniz
71
Challenging Explanations of Consumer Loyalty in Ongoing Cross-Border Service
Relationships
Edwin J. Nijssen, Hester van Herk
73
ORGANIZATIONAL IDENTITY, ROLE CONFLICT, AND SALES PERSON PERFORMANCE
Salesperson Stressor, Strain, and Performance Relationships: Moderating Effects
of Work Satisfaction
Artur Baldauf, David W. Cravens, Simone Zeller
75
Organizational Identity: Maximizing a Member's Value to the Organization
Paul Fombelle
77
Excessive Customer-Oriented Behaviors in Sales
Son K. Lam
79
CONSUMER AND TECHNOLOGY ADOPTION
Understanding Consumer Acceptance of Mobile Technology for Financial Service
Delivery
Sookeun Byun, Richard A. Feinberg
81
An Integrated Model of Consumer Innovation Adoption
Erin Cavusgil
83
Forced Adoption of Self-Service Technologies: An Exploration of Antecedents and
Consequences of Consumers' Perceived Decisional Control
Machiel J. Reinders, Ruud T. Frambach, Pratibha A. Dabholkar
85
BRAND POSITIONING AND SIGNALING
Image Effects of Marketing Events: The Impact of Flow Experiences
Jan Drengner, Hansjoerg Gaus, Steffen Jahn
87
Evaluating the Effectiveness of Brand Positioning Strategies: A Consumer
Perspective
Christoph Fuchs, Adamantios Diamantopoulos
89
What Do Brands Signal?
Ann C. Wallin, Leonard V. Coote
90
NEW INSIGHTS INTO CONSUMERS' SPENDING BEHAVIORS
An Exploratory Study of the Effects of External Anchors on Bidder Behavior in
Name-Your-Own-Price Auctions
Andrew W. Hao, Kholekile L. Gwebu
92
v
The Positive and Negative Role of Price in Excessive Buying Behavior
Monika Kukar-Kinney, Nancy M. Ridgway, Kent B. Monroe
94
How Mental Budgeting Affects Future Spending: The Role of Income and Framing
Christian Homburg, Nicole Koschate, Dirk Totzek
96
BETTER COMMUNICATION AND TARGETING OF SOCIAL ACTIVITIES
Conveying Level of Science to Consumers: When a Picture Isn't Worth a 1000 Words
Karen Russo France, Paula Fitzgerald Bone
98
Profiling the Target Audience of a Social-Marketing Campaign: A Cluster Analysis
Approach
Gianfranco Walsh, Louise M. Hassan, Edward Shiu, Gerard Hastings
100
A Scale to Measure Consumer Vulnerability to Perceived Product Similarity
Problems: Replication and Extension
Gianfranco Walsh, Lindsay Miller, Vincent-Wayne Mitchell
102
CONTEMPORARY ISSUES IN ADVERTISING
Consumer Skepticism and Thematically Tied Advertising Response
Sarah J. Kelly, T. Bettina Cornwell, Leonard V. Coote
104
Humor and Ad Memorability: On the Contributions of Humor Expectancy,
Relevancy, and Need for Humor
Thomas W. Cline, James J. Kellaris, Jason Bondra
106
Who Is Trying to Persuade Me? Exploring Consumer Interpretations of
Endorsement-Based Advertising
Colleen Bee, Scott A. Jones, Mark Bogash
108
TECHNOLOGY AND RESEARCH METHODS: MEASUREMENT AND NEW ADVANCES
Rethinking Readiness: Development and Validation of a Reduced Form of the
Technology Readiness Index (TRI)
Michelle Barnhart, Mark Ratchford
110
3D vs. Traditional Conjoint Analysis: Which Stimulus Performs Best?
Alma Berneburg, Bruno Horst
112
Data Mining Technique for Gene Analysis Makes Profits in the Supermarket
Katsutoshi Yada, Yukinobu Hamuro, Naoki Katoh
122
BRANDING ISSUES IN CONSUMER BEHAVIOR
Customer Perspectives on Brand Mergers: The Role of Confidence, Loyalty, and
Apparent Purpose
Anil Thozhur, Mark Heitmaan, Donald Lehmann
130
The Sins of the Father Shall Be Visited Upon the Sons: The Effect of Corporate
Parent Affiliation on Consumers' Perceptions of Corporate Societal Marketing
Andrew E. Wilson
132
vi
The Effects of Irrelevant Attributes in Brand Communication
Hans H. Bauer, Carmen-Maria Albrecht, Tobias E. Haber,
Marcus M. Neumann
134
CREATING VALUE THROUGH CUSTOMER SERVICE AND SATISFACTION
The Dark Side of Hierarchical Loyalty Programs: Testing Customer Reactions to
Relationship Status Reductions
Tillmann Wagner, Thorsten Hennig-Thurau
136
The Role of Technology Paradoxes in Customer Satisfaction Evaluation of
Self-Service Technology
Devon Johnson, Fleura Bardhi, Dan Dunn
138
A Contextual Cue That Magnifies Perceptions of Service Failure: Other Customers
Do Make a Difference
Tracy Meyer, Thomas L. Baker, James D. Johnson
140
EVALUATING AND MEASURING KEY MARKETING STRATEGY ELEMENTS
Brand Equity: The Perpetuity Perspective
Justin Anderson
142
Should Firms Prioritize Their Customers?
Christian Homburg, Mathias Droll, Dirk Totzek
144
Restructuring SERVQUAL
Jun Ma
146
INTERORGANIZATIONAL ALLIANCES
The Impact of Strategic New Product Alliances on Radical Product Innovation
Kumar R. Sarangee
148
Making More or Fewer but Closer Friends: The Sales Impact of the Breadth and
Depth of a Firm's Alliance Relationships
Ning Li
150
Boundary Spanners as a Strategic Resource: The Vital Role of Information Flow
Trent R. Wachner, Jonathan D. Arthurs
152
Managing Portfolios of Product Alliances
Sudha Mani, Kersi D. Antia
154
INTERFIRM ISSUES IN GLOBAL MARKETING
Satisfaction in International Channel Relationships: A Local Channel Member
Perspective
Tillmann Wagner, Christian Schmitz
156
Global Account Management Practices: Drivers and Outcomes
J. Chris White, Mehmet Berk Talay, Linda Hui Shi
158
Performance of Multinational Firms' Subsidiaries: A Learning Perspective
Gerald Yong Gao, Yigang Pan
160
vii
MANAGERIAL AND CUSTOMER PERCEPTIONS, CONTROL STRATEGY, AND SALES PERFORMANCE
The Sales Force as Seen from the Executive Suite: Does Competitive Intensity Matter?
Artur Baldauf, William L. Cron, Samuel Grossenbacher, Thomas W. Leigh
162
The Impact of Sales Manager Control: The Role of Manager Control Competencies,
Manager Extra-Role Performance, and Critical Sales Skills
Nigel F Piercy, Nikala Lane
164
Online Customer-to-Customer Communications as Drivers of Relationship Quality
and Purchase Behavior
Mavis T. Adjei, Stephanie M. Noble, Charles H. Noble
166
IMPACT OF BRAND PERSONALITY
The Impact of Brand Personality Dimensions on Brand Performance
Martin Eisend, Alexandra Langer
168
Perceived Service Quality and Customer Trust in a Professional Service Setting:
What Difference Does Customer Education Make?
Andreas B. Eisingerich, Ming Lim
170
The Fit Between Brand Personality and Consumer's Self: The Importance of
Self-Congruence for Brand Performance
Harley Krohmer, Lucia Mal?r, Bettina Nyffenegger
172
TRUST AND LOYALTY EFFECTS ON CONSUMER BEHAVIOR
Consumer Behavior on the Internet: Trust and Perception of Security Control in
the Brazilian Context
Delane Botelho
174
The Collective-Relational Conundrum: Market Trust, Ambivalence, and Consumer
Loyalty Judgments in Relational Exchanges
Rama Jayanti, Jagdip Singh
182
Consumer and Personal Trainer Loyalty: The Value of Building Relationships While
Building the Body
Pia A. Albinsson
184
INTERFIRM GOVERNANCE
Toward a Theory of Transformative Business Relationships in Marketing:
Conceptual Framework and Research Propositions
Annmarie Ryan, Lisa O'Malley, John Fahy
186
Collaboration Behavior and Interorganizational Governance: An Integrative
Framework
William J. Qualls, Jongkuk Lee
188
Creating Value Through Customer Specific Marketing Investments in a B2B Context
Maria Gabriela Piscopo
190
Linking Customer Perceived Value and Web Sites Communication: A Case Study
in Business-to-Business Relationships
Natasa Golik-Klanac
198
viii
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