Creating Marketing Magic and Innovative Future Marketing Trends Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference

This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt t...

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Bibliographic Details
Main Author Stieler, Maximilian
Format eBook Publication
LanguageEnglish
Published Cham Springer International Publishing AG 2017
Springer International Publishing
Springer
Edition1
SeriesDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
Subjects
Business
Business and Management
Business Strategy/Leadership
Call Center/Customer Service
Call centers
Customer relations
Customer Relationship Management
Internet marketing
Leadership
Management
Marketing
Online Marketing/Social Media
Online AccessGet full text

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Table of Contents:
  • Discussion -- Future Directions -- Conclusion -- Now or Later: The Effects of Thinking About the Future More Concretely on Long-Term Decision-Making (A Structured Abstract) -- Introduction -- Conceptual Background -- Concreteness and Temporal Distance -- Concreteness and Opportunity Cost -- Study 1 -- Overview and Procedure -- Manipulations -- Results and Discussion -- Study 2 -- Overview and Procedure -- Measures and Manipulations -- Results and Discussion -- Session 2D: Luck, Intuition, and Salesperson Characteristics: Oh, My! -- The Bond of Identification: How Salespeople's Affinity with Their Organization Impacts Selling Success-An Abstract -- Consumer Entitlement's Moderating Role on the Impact of Salesperson Credibility on Perceptions of Sales Pressure: An Abstract -- Do Salespeople Compete Ethically? Salespeople Say "Yes," Customers Say "No": An Extended Abstract -- Introduction -- Background -- Research Methodology -- Results -- Discussion, Conclusions, and Implications -- References -- Session 2E: Digital Marketing and Branding -- @Brand to @Brand: The Role of Interbrand Communications in Consumer Evaluations of Interbrand Products-An Abstract -- Countering Negative Online Reviews: The Impact of Response and Responder-A Structured Abstract -- Introduction -- Conceptual Background -- Study 1 -- Design and Procedures -- Results -- Study 2 -- Design and Procedures -- Results -- General Discussion -- Session 2F: Branding and Celebrity Endorsements -- Change in Meaning of Brand Personality Characteristics: An Advertising Analysis (An Abstract) -- Structured Abstract: Consumer's Communication Channel Preferences (High- Stake vs. Low-Stake Brands) -- Introduction -- Review and Hypotheses -- Traditional Communication Channels -- Social Media Communication Channels -- Methodology and Results -- Discussion -- Limitations and Future Research
  • Intro -- Preface -- Acknowledgements -- Contents -- Session 1A: Charity and Social Marketing: Do We Put Our Money Where Our Mouth Is? -- At the Intersection of Social Marketing and Public Policy: An Exploration of a Non-­profit from the Client Perspective: A Structured Abstract -- Introduction -- Background -- Social Marketing and Public Policy -- CSR and Non-profits -- Stakeholder Theory -- Methodology -- Results and Discussion -- At Crossroads -- Support for a Change -- Hope for a Better Future -- Conclusions and Implications for Theory and Practice -- Solicitations for Charity at Checkout and Consumer Responses: An Abstract -- A Little for Me, a Lot for You: The Relationship Between Checkout Charity and Gratuity Size (An Abstract) -- Session 1B: Unhappy Customers: Consumer Dissatisfaction and Service Recovery -- How Customer-Company Identification and Self-Construal Predict Service Recovery Expectations and Complaints: An Extended Abstract -- Introduction -- Methodology -- Study 1 and Study 2 Overview -- Study 3, Study 4, and Study 5 Overview -- Results and Discussion -- Conclusions and Implications for Theory and Practice -- Structured Abstract: All Online Complaints Are Not Created Equal, Corporate Social Media Pages as Customer Service Channels -- Introduction -- Methodology -- Results -- Discussion -- Conclusions and Implications for Theory and Practice -- (Abstract) Service Recovery in Online Medium: A Cost-Effective Answer in Cross-­Cultural Settings -- Session 1C: Impact of Consumer Behavior Factors on Retail Decisions -- I Wish the Bears Were Bigger: The Role of Upward Counterfactuals on Perceptions of Ownership in a Participatory Setup (An Abstract) -- The Weight Bias: An Empirical Study of Body Size and Basket Healthiness on Consumer Helping Behaviors Toward Thin, Average, and Obese Shoppers (Abstract)
  • Limitations and Future Research -- Appendix 1: Ad Stimulus with Dog -- Appendix 2: Ad Stimulus with Cat -- References -- Structured Abstract: Using Sharp Numbers to Make a Point-The Affective Impact of Numerical Appeals in STD Prevention Among Young Adults -- Introduction -- Background -- Hypotheses -- Methodology -- Results -- Discussion -- Measuring Slice-of-Life Versus Slice-of-Death Advertising Appeals: An Abstract -- Session 1F: New Product Development and Product Strategy in Dynamic Market Environments -- An Examination of the Drivers of E-Marketing Capability in the Digital Age: An Abstract -- Interactive Effects of Product and Brand Portfolios on Firm Value: An Extended Abstract -- Introduction -- Background -- Methodology -- Results and Discussion -- Session 1G: Digital Tools and Marketing Pedagogy -- Does the Accuracy of Published Multiple-­Choice Question Difficulties Depend on What Means "Difficulty"? (No.): An Abstract -- The Role of Simulator Games in Marketing Education: Evidence from Academics in Bournemouth University -- Introduction -- Literature Review -- The Use of Simulator in Higher Education -- Drivers and Barriers in Using Simulators in Higher Education -- Barriers to the Use of Simulations in Teaching -- Research Methodology -- Findings and Discussion -- The Misled Category -- Reluctant Category -- Acceptor Category -- The Adopter Category -- Further Discussion -- Recommendations -- References -- Slogans in Higher Education: A Longitudinal Study (An Abstract) -- Session 1H: Service Quality: Online Experiences and Feedback -- Turn Away from the Dark Side: Exploring Positive Customer Feedback (An Abstract) -- Structured Abstract: Understanding Service Quality Dimensions in Small Hotels -- Introduction -- Background -- Methodology -- Results and Discussion -- Conclusion -- References
  • Would You Listen to Brad Pitt? The Impact of Construal Level and Celebrity Endorsement in Donation Advertising: An Abstract
  • An Experimental Study on the Effect of E-Servicescape in Quality Signals in Websites: An Abstract -- Session 1I: Doctoral Colloquium: Advertising -- An Abstract - Spokescharacters, Advertising Icons, Brand Mascots, and Animal Ambassadors: Distinctions Amongst Brand Characters -- Examining Emotional Blunting Phenomenon in Advertising: An Abstract -- The Effect of Completeness Perception in Narrative Advertising: An Abstract -- Session 1J: Special Session: Opportunities and Challenges of Wearable Technology -- Understanding the Opportunities and Challenges of Wearable Technology -- Description of the Presentations -- Audience -- Special Session Chair -- Special Session Speaker Bios -- Session 2B: Citizenship Behavior and Services Marketing -- Effects of Perspective on Consumers' Judgment of Marketplace Transgression: An Abstract -- Structured Abstract: Toward an Understanding of Customer Citizenship Behavior-The Context of Airline Services (An Extended Abstract) -- Introduction -- Conceptual Background -- Methodology -- Results and Discussion -- Value Proposition Alignment: Estimating Sustainable Self-Service Technology Initiatives (An Extended Abstract) -- Introduction -- Conceptual Background -- Methodology -- Results and Discussion -- Conclusions and Implications -- Structured Abstract: Understanding Users of Peer-to-Peer Carsharing (A Means-End Analysis to Uncover Participation Motives) -- Introduction -- Background -- Research Methods -- Results and Discussion -- Conclusion and Implication for Theory and Practice -- References -- Session 2C: Glimpsing into and Deciding About the Future -- Effects of Unpacking in Spending Predictions: The Role of Typicality (An Extended Abstract) -- Introduction -- Theoretical Development -- Support Theory -- Narrow Interpretation Conjecture -- Present Research -- Method -- Pretest -- Main Study -- Results
  • Structured Abstract: The Influence of Dual Branding Information on Consumer Evaluations -- Introduction -- Conceptual Background -- Dual Branding and Comparative Quality -- Comparative Quality and Brand Outcomes -- Method -- Hypothesis Testing Results -- Discussion -- Limitations and Future Research -- The Role of Emotions to Brand Attachment and Brand Attitude in a Retail Environment: An Extended Abstract -- Introduction -- Literature Review -- Proposed Methodology -- Conclusion: Contribution -- References -- Session 1D: Digital Influence: Power, Conflict, and Sentiment -- New Hidden Persuaders: An Investigation of Anchoring Effects of Recommender Systems on Consumer Choice (An Abstract) -- Detecting Conflict on Social Media: An Extended Abstract -- Introduction -- Background -- Methodology -- Results and Discussion -- Conclusions and Implications for Theory and Practice -- References -- Measuring Influence on Social Media: A Sentiment Perspective (An Abstract) -- Session 1E: Appeals and Diversity -- Effectiveness of Indirect Versus Direct Comparative Advertising: The Role of Comparison Brand Usage (An Abstract) -- The Effects of Values, Advertising Characteristics, and Animal Companion Preference on Consumer Attitudes and Purchase -- Introduction -- Literature Review -- Animal Companions as Extensions of the Self -- The List of Values (LOV) with Extensions of the Self -- Animal Lovers in Extensions of the Self -- Examining Dog and Cat Owners' Personalities and Preferences -- Independence and Individuality -- Safety and Dependability -- Theory and Hypotheses -- Theory -- Hypotheses -- Method -- Experimental Design -- Sample -- Advertisement Stimulus -- Measures -- Results -- Manipulation Checks -- Hypothesis Testing -- H1: LOV -- H2a: Attitude Toward the Ad -- H2b: Attitude Toward the Brand -- H2c: Purchase Intentions -- Discussion -- Implications