Innovation & Sustainability in Marketing

S ummer AMA Conference 2017

Innovation & Sustainability in Marketing

AMA Educators Proceedings Volume 287

San Francisco, California, USA 4 ? 6 August 2017

Editors:

Kelly L. Haws Mark B. Houston Charles H. Noble

ISBN: 978-1-5108-5243-3

Printed from e-media with permission by: Curran Associates, Inc. 57 Morehouse Lane Red Hook, NY 12571

Some format issues inherent in the e-media version may also appear in this print version.

Copyright? (2017) by American Marketing Association All rights reserved. Printed by Curran Associates, Inc. (2018) For permission requests, please contact American Marketing Association at the address below. American Marketing Association 130 E. Randolph St. 22nd Floor Chicago, IL 60601 USA

Phone: (800)AMA-1150 or (312)542-9000 Fax: (312)542-9001

Additional copies of this publication are available from: Curran Associates, Inc. 57 Morehouse Lane Red Hook, NY 12571 USA Phone: 845-758-0400 Fax: 845-758-2633 Email: curran@ Web:

List of Reviewers

Contents

Part A: Advertising, Promotion, and Marketing Communications

The Effectiveness of Product and Ad Design Factors

Is Bigger Always Better? The Impacts of Product-Model Size Ratio and Brand Social Role on Advertising Effectiveness Chun-Tuan Chang, Xing-Yu Chu, Hsin-Yi Wang

Customer Engagement and User Design Tien Wang, Stephen Bardosy

Native Advertising: The Effect of Design and Content Congruence on Attitude Toward the Ad and Publisher Credibility Lukas Leister, Matthias B. Schulten, Alexander Decker

Implied Motion Must Be Brand-Relevant for Effective Advertising Brian J. Taillon, Bruce A. Huhmann, Steven M. Mueller

Price Promotions and Discounts

Price Promotion for a Pre-Ordered Product: Moderator and Mediators Subhash Jha, Phillip M. Hart, George Deitz

Role of Sale Rationale in Price Promotion Subhash Jha, Balaji C. Krishnan

Promotional Value as the Joint Effect of Discount and Time Restrictions: Conceptual Model Igor Makienko, Mark Pingle

Advances in Digital Media

"Cognitive Bridge" Effects for Media Multitasking Jean Brechman, Duane Varan, Brooke Wooley, Steven Bellman

Chasing the Pok?mon: Exploring Users' Motivations to Play Pok?mon GO Philipp A. Rauschnabel, Alexander Rossmann, M. Claudia tom Dieck

Who Should an Advertiser Target? Arslan Aziz, Rahul Telang

Endorsers and Influencers

Do Friendly Ads Need Friendly Endorsers? Matching Cultural Values and Social Judgements Brittney C. Bauer, Brad D. Carlson

A New Type of Endorser? Investigating the Differences in Perception Between Social Media Influencers and Traditional Celebrities Jan-Frederik Gr?ve

Do Low Self-Esteem Consumers Evaluate Products Advertised with Attractive Endorsers Highly or Lowly? Akinori Ono, Yuuka Eguro, Taichi Narisawa, Naoki Nomura, Takaya Sato, Yuna Sato, Yuta Shibamoto, Soichiro Yoshida

Hooray for Poli-Wood? Effects of Celebrity Political Endorsements Eric Van Steenburg

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Explaining Cross-Cultural Differences in Marketing Communications

"It's Better Over There": How Spatial Distance Affects Consumers' Product Evaluation Xing-Yu Chu, Chun-Tuan Chang

A Cross-National Examination of the Relative Effectiveness of Marketing Communication Channels in Service Innovation Adoption Nicholas G. Paparoidamis, Thi Thanh Huong Tran

How Accepting Hierarchy Impacts Reliance on Information Type Lingjiang Lora Tu, Yinlong Zhang

When Simple Plus Simple Becomes Complex: The Impact of Nutritional and Environmental Label Juxtaposition on Consumer Choices Karine Ra?es, Anne Lacroix, Mehdi Moalla

Toward a Better Understanding of Promotional Effects on Consumers

Involvement as a Moderator in Advertising Co-Branded Relationships Christina A. Giakoumaki, George J. Avlonitis

The Effect of Pre-Giving Incentives on Relationship Norms and Donation Behavior Bingqing (Miranda) Yin, Yexin Jessica Li, Surendra Singh

Narrative Perspective and Transportation: Exploring Important Conditions in Narrative Persuasion Kerstin Barth-Strieder, Frank Huber

That's Me Eating the Sushi! The Influence of Consumption Visions on Attitudes Toward the Product Mark Yi-Cheon Yim, Ronald Rivas, Young Kim, Eunjin (Anna) Kim, Spencer Ross

Social Network Engagement

Digital Self and Personalized Ads on Social Network Sites Sungjun (Steven) Park, Yuri Yoon, Yong J. Hyun

How Personalized Advertising Affect Equity of Brands Advertised on Facebook? A Mediation Mechanism Trang Tran, Sally Baalbaki, Chien-Wei Lin

Matching Social Network Communication Channels and Advertising Effectiveness: Mediating Role of Perceived Efficacy Fue Zeng, Ruijuan Wang, Stella Yiyan Li

Employee Brand Influencers: Motivations and Social Media Engagement Deborah Goldring, Baiyun Gong

Part B: Branding and Brand Management

Corporate Branding

Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution Alexander Witmaier

Effects of Commitment to the Department and Corporate Brand on Recommendation and Turnover Intentions: A Multiple Group Analysis Daniel Hoppe

Is Rebranding Worthwhile? An Analysis of Abnormal Returns to Rebranding Announcements Yanhui Zhao, Roger J. Calantone

Creating, Managing, and Measuring Brand Equity

Leveraging a Brand by Linking It to a Place

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B-8

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Argho Bandyopadhyay, John Hall, Ho Yin Wong, Alvin Lee

Ethical Dimension of Customer-Based Brand Equity: Case of Maggi Noodles in India Biplab Datta, Srabanti Mukherjee

Brand Hazard: A Customer-Based Account of a Brand's Prospect Debanjan Mitra, Joseph Johnson

B-10 B-12

Consumer-Brand Engagement

The Effects of Consumers' Perceived Value on Consumer Brand Engagement: Consumers' Perceived Value of Music Artists Alexandria Gain, Nicole Hartley, Leonard Coote

Managing Customer Perceptions on Social Media and Brand Engagement to Ascend the Ladder of Brand Equity Manisha Mathur

How Annoying Is Digital Music Advertising? Users' Reactions Toward Perceived Intrusiveness of Advertisements Pei-Ju Lucy Ting, Wen-Chang Fang, Ning-Yi Yang

B-13 B-15 B-16

Antecedents and Consequences of Brand Loyalty

How to Create Brand Fans: The Relationship Between Dynamic Capabilities, Customer Orientation, and Brand Love Alexander Rossmann, Philipp A. Rauschnabel, Tim Wilke

The Role of Brand Loyalty and Brand Innovativeness in Consumer Innovation Adoption Behavior Riza Casidy, Marius Claudy

Brand Meaning: An Empirical Analysis of What Makes a Brand Meaningful Vanessa Constantine, Felicia M. Miller

B-22 B-24 B-26

Managing Brands in Global Markets

The Impact of Social Influence and Brand Identity on Customer?Brand Relationships Tai Anh Kieu, Long Thang Van Nguyen

Parental Cultural Capital, Value Orientations, Attitude Toward Brand Country of Origin, and Purchase Intention of Global Brand Yujie Wei, Lingfang Fayol-Song, Blaise Bergiel

Measuring Consumer-Based Brand Equity for Private-Label Brands: Cross-Country Comparisons Girard Tulay, Paul Trapp, Ilayda pek, Nilay Bi?akciolu, Musa Pinar

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B-29 B-30

Managing Brand Identity

How Brand Collaborations Change Customers' Self-Brand Connections to High-Priced Brands Hikaru Nozaki, Hitomi Fukui, Makoto Okazaki, Takahiro Chiba

How Does Logo Display Affect Consumers' Consumption Preference for Fashion Designer Brands? Pei-Ju Lucy Ting, Wen-Chang Fang, Yi-Chen Chiang

When the Name Is Rude: Exploring the Influence of Brand Vulgarity on Brand Personality Merlyn A. Griffiths, Channelle D. James, Laurel A. Cook, Sarah Lefebvre, Andrea D. Scott

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Part C: Consumer Culture Theory

Market Emergence and Social Distinction

The Role of Language in Market Creation: A Longitudinal Text-Mining Analysis of Joshi (Girl) in Magazine Media C-2 Takeshi Matsui

A Habitus Divided? Exploring the Impact of Social Mobility on Habitus and Consumption

C-4

Erika L. Paulson

Cultural Capital, Lifestyle and Taste Distinctions: An Ethnographic Investigation of Women in Urban India

C-6

Tanuka Ghoshal, Rishtee Batra, Russell W. Belk

A Holistic Understanding of Valuing Process

C-8

Sivakumari Supramaniam, Sanjaya Singh Gaur, Richard John Varey

Part D: Consumer Psychology and Behavior

My Shot (The Power of One)

Parents as Food Providers to Children: Understanding Parental Behavior Using the Integrated Behavioral Theory

D-4

Yoke Kiau Leong, Sanjaya Singh Gaur, Brian Charles Imrie, Seyedrajab Nikhashemi

Examining the Relationship Between Power State, Self-Concept and Agreeableness: An Experimental

Investigation

D-

Kaushalya Nallaperuma, Joshua D. Newton, Nichola Robertson, Jimmy Wong

Helpless (Bad Feelings and Consumption)

Seeking Relief from Negative Emotions: Customer Revenge as a Self-Control Conflict Marilena Gemtou, Haiming Hang

$5 of $125 Is Still $5: The Link Between Dispositional Greed and Thinking Styles Goedele Krekels, Mario Pandelaere

Breaking the Regret Curse: How Default Options Improve Maximizer Consumers' Choice Experience Fran?ois A. Carrillat, Ali Besharat, Daniel M. Ladik

D-8 D-10 D-12

Satisfied (Consumer [Dis]Satisfaction)

Deck the Halls with Boughs of Holly to Soften Evaluations of Service Failure Joshua D. Newton, Jimmy Wong, Riza Casidy

Consumer Preferences for Utilitarian and Hedonic Attributes in Stockout Sajeev Varki, Dong Liu

Better Understanding of Customer?Firm Relationships Through Gratitude Syed Muhammad Fazal-e-Hasan, Ian Lings, Gary Mortimer, Larry Neale

How Does Customer Satisfaction Pay Off? Investigating Key Mediating Mechanisms Underlying the Link Between Customer Satisfaction and Customer Engagement Behaviors in an Extended Service Encounter Bernadette Frech, Neeru Malhotra, Helen Higson

D-14 D-16 D-17

D-19

That Would Be Enough (Sustainability and Green Consumption)

Sustainable Consumption Practice: The Effect of Eco-Friendly Packaging on Buying Behavior Based on Generations Melissa Cortina-Mercado, Rafael T. Cortina-Cruz

Lip Service or Real Concern: Testing the Claim to Pay Premium for Green Products Through an Experimental Research Nirankush Dutta, Anil Bhat

D-21 D-28

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Who Does the Good Deed? The Effect of Message Framing on Green Consumption Anh Dang, Hangjun Xu

Communicating Sustainable Benefits: Effects of Mental Representation and Psychological Distance Perceptions Laura Grazzini, Nicole Koenig-Lewis, Adrian Palmer

Stay Alive--Health and Well-Being

Action Crisis in Health Goals: Effects on Cognitive Patterns and Goal Commitment Richard J. Vann, Jos? Antonio Rosa

Weight Illusion: How Number of Apps Impact Weight Perception and Product Evaluations Yuna Choe, Youseok Lee, Sang-Hoon Kim

The Effects of Absence vs. Presence Framing of Product Ingredients on Consumer Evaluations Timucin Ozcan, Ahmet M. Hattat, Michael Hair

What'd I Miss? (Framing and Biases

Conceptualizing Joint Decision-Making in Australian Higher Education Asma Quereshi, Chris Hodkinson, Leonard Coote

I Am Approaching the Event Versus the Event Is Approaching: How Time-Moving Metaphor Influences Regulatory Focus Xiaobing Xu, Rong Chen, Feng He

Consumers' Bias Correction in Advertising Yi-Wen Chien, Chung-Chiang Hsiao

I Know Him (Brand Image and Imagery)

This Brand Is Inspirational: The Influence of Logo Shapes Jianping Liang, Guimei Hu, Haizhong Wang

Effect of Context Visual Complexity on Perceived Enjoyment Elif Karaosmanoglu, Nesenur Altinigne

The Right Formula of Language and Relationship Norm for a Cute Spokes-Character Chun-Tuan Chang, Xing-Yu Chu, Shih-Ting Kao

Blow Us All Away (The Consumer Experience)

No Experience Required: Experience Identification in the Pre-Experience Stage Jennifer L. Stevens, Stacie F. Waites, Christian Barney, Carol L. Esmark

The Role of Multisensory Marketing and Brand Experience in the Luxury Hotel Industry: Exploring the Effects on Customer Perceived Value and Brand Strength Klaus-Peter Wiedmann, Franziska Labenz, Janina Haase, Jannick Bettels

In the Nose of the Beholder: Constructed Product Attributes Drive Olfactory Product Purchases C?sar Zamudio, Hua (Meg) Meng, Jamie Grigsby

Customers' Evaluated Product Quality: A Neglected Construct in Marketing and Operations Management Ramesh Roshan Das Guru, Marcel Paulssen

Say No to This (Morality and Consumption)

How Extrinsic Religiosity Affects Vice Product Consumption I Man Mok, Desmond Lam

When Moral Mindsets Increase Unethical Consumption: The Influence of Religion and Moral Emotions on Luxury Consumption Stephanie Geiger-Oneto, Elizabeth A. Minton

How Can Morality-Irrelevant Inspiration Lead to Morality Behavior? Jianping Liang, Zengxiang Chen, Jing Lei

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Emotions and Morality: Distinct Effects of Pride and Gratitude on Consumer Acceptance of Unethical Behavior Felix Septianto, Nitika Garg

D-78

The World Was Wide [Web] Enough (On- and Offline Consumption)

Costs Loom Larger Than Gains: An Investigation of Consumers' Online Versus Instore Shopping Preferences Adarsh Kumar Kakar, Ashish Kakar

How Should Companies Set Prices in Offline and Online Channels? Comparing Responses Across Consumer Segments in a Multichannel Environment Karin Lauer, Christian Homburg, Arnd Vomberg

Patterns in Online and Offline Information Search Behavior: The Role of Need for Cognition, Web Expertise and Trust Elfriede Penz, Agnieszka Zablocki

Bolstering New Product Reviews in the Digital World Haksin Chan, Vincentia W. Yuen

D-80 D-88 D-90 D-92

History Has Its Eyes on You (Ethics and Consumption)

Why Being Credible Counts: The Impact of Brand Credibility and Place Attachment on Consumers' Approach Behavior Bernd Frederik Reitsamer, Alexandra Brunner-Sperdin

Stress and Consumer Ethical Beliefs: The Role of Construal Level and Materialism Yuanyuan Liu, Xi Zhao, Yeyi Liu

The Dark Side of Competition: Both Winning and Losing After Competitions Predict Unethical Behaviors Rui Du, Qimei Chen, Miao Hu

D-94 D-96 D-98

Who Lives, Who Dies, Who Tells Your Story (The Power Of Many)

WOM Source Characteristics: Do Information Seekers Get What They Need? Tri D. Le, Angela R. Dobele, Linda J. Robinson

Do Ambivalent Attitudes Toward Products Reduce as a Result of Selective Learning from Online Reviews? A Two-Stage Exploration Tingting Xie, Mingping Yanni Yan

Secret Competition: How Social Goal Pursuit Impacts Motivation Deidre Popovich, Zoey Chen

D-99

D-100 D-102

Washington[s] on Your Side (Pricing and Consumption)

The Effect of Retailer Price Image and Price Primacy on Product Evaluations Deidre Popovich, Uma Karmarkar, Ryan Hamilton

The Moderating Effect of Temporal Distance on Partitioned vs. Combined Pricing Jungsil Choi, Dorcia Bolton, Marija Grishin

Investigating the Effect of Gender on Companies' Pricing Strategies Using Real-World Data Vahid Rahmani, Elika Kordrostami

Transaction Cost and Consumer Decision Making Process at Bottom of Pyramid Nanda Choudhury, Srabanti Mukherjee, Biplab Datta

D-107 D-112 D-114 D-115

Your Obedient Servant (Brand and Product Commitment)

Love Is Blind: The Impact of Emotional Brand Attachment on Brand Extension Success Daniel Heinrich, David E. Sprott, Carmen-Maria Albrecht

Dilemma Between Brand Extension and Product Innovation: A Schema-Theoretic Perspective Ta-Kai Yang, Ming-Huei Hsieh, Yi-Hsiu Chang

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