Enhancing Knowledge Development In Marketing
2010 AMA Educators’ ProceedingsEnhancing KnowledgeDevelopment in MarketingEditorsEaswar Iyer, University of Massachusetts, AmherstRobin Coulter, University of ConnecticutTrack ChairsJill Avery, Simmons CollegeSuleyman Cem Bahadir, University of South CarolinaSundar Bharadwaj, Emory UniversityThomas Brashear Alejandro, University of Massachusetts AmherstBrian Brown, University of Massachusetts AmherstScot Burton, University of ArkansasRoger Calantone, Michigan State UniversityJune Cotte, University of Western OntarioCarolyn Curasi, Georgia State UniversityKathy Dhanda, DePaul UniversitySusan Fournier, Boston UniversityGeorge Franke, University of AlabamaAndrew Gallan, Case Western Reserve UniversityDinesh K. Gauri, Syracuse UniversityDhruv Grewal, Babson CollegeRonald P. Hill, Villanova UniversityDouglas Hoffman, Colorado State UniversityWesley J. Johnston, Georgia State UniversityLynn Kahle, University of OregonRajiv Kashyap, William Patterson UniversityPatrick Kaufman, Boston UniversityRussell N. Laczniak, Iowa State UniversityGeoffrey Lantos, Stonehill CollegeLee McGinnis, Stonehill CollegeSteve McKelvey, University of Massachusetts AmherstGeorge Milne, University of Massachusetts AmherstDarrel D. Muehling, Washington State UniversityStephanie Noble, University of MississippiRoss D. Petty, Babson CollegeAndrew Rohm, Northeastern UniversityGaia Rubera, Michigan State UniversityKathleen Seiders, Boston CollegeAna Valenzuela, Baruch CollegeAlex Zablah, Oklahoma State UniversityShaoming Zou, University of MissouriVolume 21311 S. Wacker Drive Chicago, IL 60606
Copyright 2010, American Marketing AssociationAll rights reserved.Printed in the United States of AmericaPublications Director: Francesca V. CooleyCover Design: Jeanne NemcekTypesetter: Marie Steinhoff, Southeast Missouri State UniversityISSN: 0888-1839ISBN: 0-87757-343-3No part of the material protected by this copyright notice may bereproduced or used in any form or by any means, including electronic,mechanical, photocopying, recording, Web distribution, informationstorage and retrieval systems, or any other means, without the writtenpermission of the American Marketing Association.
Preface and AcknowledgmentsWe welcome you to Boston, Mass., for the 2010 American Marketing Association Summer Educators’Conference. The theme of the conference is “The Role of Marketing in Creating Customer Value andEnhancing Societal Welfare.”Marketing has invariably been associated with creating and delivering value to customers; in turn, this hasa positive impact on firm performance and increases shareholder worth. Consumers have also generallybenefited because of increased product alternatives and choices. Arguably, society has benefited by expandedemployment opportunities and income-generating potential for many in the global community in which moreand more countries are embracing marketing. However, we cannot overlook some deleterious effects such asunsafe products, unsanitary living conditions, and environmental degradation. Today, there is a growingchorus of voices normatively arguing that marketing can and must do more to bolster individual customervalue and societal welfare. We, too, believe that marketing can be a positive change agent, and it is with thathope we crafted the theme for this conference.Conferences are key to our academic life—they provide the opportunity for us to bring our research tolight, to vet our ideas in an open forum, to contemplate competing hypotheses, and to consider and argue themerits of alternative theoretical perspectives and methodologies as we address meaningful research questions.Thus, we are honored to have been given the responsibility to organize this conference. Organizing aconference of this size and quality was not an easy task and involved considerable work lasting nearly one year,and we have many to thank. Nonetheless, we would have been unable to put together this year’s programwithout the contributions from the many people we wish to acknowledge here. First, to the “submitters,” thankyou for choosing this conference to contribute your research; your work will serve as discussion starters, laythe foundation for a journal submission, and hopefully provide fodder for even bigger and better ideas.Notably, we had an unprecedented number of submissions; the acceptance rate was approximately 25%,resulting in a high-quality program. Second, thanks to all reviewers, the unsung heroes and heroines, whoanonymously provided feedback in a timely manner. Third, we appreciate session chairs and discussants forkeeping the sessions flowing and fostering meaningful discussions. Finally, we are especially grateful to ourtrack chairs for being instrumental in orchestrating the flow of submissions, identifying and selectingreviewers, providing feedback to authors, and helping select the best papers. The names of the tracks and theirrespective chairs follow at the end of this section.On the administrative side, we owe a debt of gratitude to Jessica Thurmond-Pohlonski, program manager, forher extensive behind-the-scenes support related to scheduling, logistics, and established AMA practices. Wealso thank Francesca V. Cooley who serves as managing editor, journals, and business director, publicationsfor AMA, and who created the printed program. Finally, we especially appreciate that Kathleen Seiders andTom Brown entrusted us the task of chairing this conference; we hope to have delivered!To all conference participants, we encourage you to participate in thought-provoking sessions, to contemplateof role of marketing in creating customer value and enhancing societal welfare and related research topic, andto enjoy the rich history of Boston.Easwar IyerUniversity of MassachusettsRobin A. CoulterUniversity of Connecticutiii
Social and Public PolicyRonald Hill and Kathy DhandaHealth Care MarketingKathleen Seiders and Andrew GallanMarketing and the LawPatrick Kaufman and Ross PettyAdvertising and PromotionDarrel Muehling and Russ LaczniakDigital and Mobile MarketingGeorge Milne and Andrew RohmConsumer Psychology and BehaviorStephanie Noble and Carolyn CurasiSales and Sales ManagementWesley Johnston and Thomas Brashear AlejandroGlobal and Cross-Cultural Marketing IssuesAna Valenzuela and Shaoming ZouServices MarketingRajiv Kashyap and Douglas HoffmanBranding and Brand ManagementSusan Fournier and Jill AveryResearch Methods & AnalyticsGeorge Franke and Scot BurtonInter-Organizational Issues in MarketingBrian Brown and Alex ZablahNew Product Development, Product Managementand EntrepreneurshipRoger Calantone and Gaia RuberaMarketing Education & Teaching InnovationLee McGinnis and Geoffrey LantosRetailing & PricingDhruv Grewal and Dinesh K. GauriMarketing Strategy & Marketing ManagementSundar Bharadwaj and Suleyman Cern BahadirSports MarketingLynn Kahle and Steve McKelveySpecial SessionJune Cotteiv
Best of Conference Award“Consumer Value of Product Design and Its Measure”Minu Kumar and Charles NobleBest Paper Awards by TrackAdvertising and Promotion“Effects of Institutional Change TowardsModernization on Consumer Responses to Sex-AppealAdvertising”Marketing Strategy and Marketing Management“Leaving the Tier: Asymmetric Pricing Patterns inOnline High-Tech Shops”Charles Wood, Sourav Ray, and Paul MessingerChung-Leung Luk, Wing-Chi Chow, andWendy WanNew Product Development, Product Management,and Entrepreneurship“Creative Team Efficacy, Team Psychological Factors,and Product Concept Novelty”Branding and Brand Management“Consumer Value of Product Design and Its Measure”Minu Kumar and Charles NobleAnju Sethi and Rajesh SethiConsumer Psychology and Behavior“Evaluating Ratio Data and the Role of ConsumerProcessing Mode: Can Analytical Processing BiasJudgments?”Research Methods and Analytics“An Rx for the Health of Pharmaceutical Alliances:Mathematical Model and Empirical Analysis toMaximize Financial Performance”Dipayan Biswas, Patricia Norberg, andDonald LehmannK. Sivakumar and Subroto RoySales and Sales Management“Fostering Brand Evangelism in Salespeople”Digital Marketing“The Motivation to Generate Product Reviews: ALongitudinal Study of the Impact of ReviewerRankings”Douglas E Hughes, Brian Baldus,Roger J. Calantone, and Rich SprengCharla K. MathwickServices Marketing“Service Provider’s Babyfaces and CustomerSatisfaction in Service Failure Situations”Global and Cross-Cultural Marketing Issues“Concurrent Sourcing Strategy of Foreign Firms inChina: Integrating Transaction Cost Economics andInstitutional Theory”Chun-Ming Yang, I-Ling Ling, and Edward KuSocial and Public Policy“Beyond the Marketing Mix: Competing ThroughCorporate Social Initiatives”Min Ju, Janet Y. Murray, and Gerald Yong GaoInterorganizational Issues in Marketing“Is Communicating Customer Prioritization a DoubleEdged Sword? Exploring the Effects of PerceivedPrioritization and Status Consciousness on CustomerLoyalty and Profitability”Shuili Du, C.B. Bhattacharya, and Sankar SenSports Marketing“The Influence of Event Quality on SportConsumption Behavior: The Moderating Effect ofCommitment”Hauke A. Wetzel, Maik Hammerschmidt, andHans H. BauerMarketing Education and Teaching Innovation“Motivation, Inequities as Antecedents of SocialLoafing in Marketing Research Projects”Tae Ho Kim, Yong Jae Ko, and Yong Chae RheePradeep Kumar Tyagiv
2010 Summer Marketing Educators’ ConferenceList of ReviewersAAnnas Abedin, RWTH AachenUniversityTemi Abimbola, Warwick BusinessSchoolIbrahim Abosag, University ofManchesterManaswini Acharya, MudraInstitute of CommunicationsAhmedabadCarol Adams-Means, HustonTillotson UniversityHongmin Ahn, University of Texasat AustinKirk Damon Aiken, EasternWashington UniversityM. Billur Akdeniz, University ofNew HampshireTerri C. Albert, University ofHartfordHelena Fenikova Allman,University of South CarolinaNwamaka Anaza, PurdueUniversityKenneth A. Anderson, HowardUniversityCraig Andrews, MarquetteUniversitySteven J. Andrews, University ofOregonDavid Mark Andrus, Kansas StateUniversitySyed Tariq Anwar, West TexasA&M UniversityTodd Arnold, Oklahoma StateUniversityZeynep Arsel, ConcordiaUniversityAnthony Asare, QuinnipiacUniversityLaurence Ashworth, Queen’sUniversitySharmin Attaran, Bryant UniversityJill Avery, Simmons CollegeBBarry Babin, Louisiana TechUniversitySuleyman Cem Bahadir, Universityof South CarolinaAndrew M. Baker, Georgia StateUniversityAysen Bakir, Illinois StateUniversityCarmen Balan, Academy ofEconomic Studies, BucharestNirmalya Bandyopadhyay, GoaInstitute of ManagementGloria Barczak, NortheasternUniversityFleura Bardhi, NortheasternUniversityDonald Barnes, SUNY FredoniaEnrique P. Becerra, Texas StateUniversityLauren Skinner Beitelspacher,University of Alabama atBirminghamJean-Francois Belisle, McGillUniversityDanny Bellenger, Georgia StateUniversityRichard Beltramini, Wayne StateUniversityDoris Berger, University ofApplied Sciences KremsMatthew J. Bernthal, University ofSouth CarolinaFrederik Beuk, University ofIllinois at ChicagoPelin Bicen, Penn State ErieRobert Bird, University ofConnecticutAbhijit Biswas, Wayne StateUniversityDipayan Biswas, BentleyUniversityVera Blazevic, MaastrichtUniversityMarkus Blut, TU DortmundUniversityOnur Bodur, Concordia University,MontrealElmira Bogoviyeva, KazakhstanInstitute of Management,Economics and StrategicResearchJonathan Bohlmann, NorthCarolina State UniversityAdilson Borges, ReimsManagement SchoolviMousumi Bose Godbole, FairfieldUniversityEric Boyd, James MadisonUniversityTonya Bradford, University ofNotre DameMairead Brady, Trinity CollegeDublinThomas George Brashear,University of MassachusettsAmherstElten Briggs, University of Texasat ArlingtonBrian P. Brown, University ofMassachusetts AmherstSusan Brudvig, Ball StateUniversityGary Brunswick, NorthernMichigan UniversityGreg Brush, University ofAuckland, New ZealandJanee Burkhalter, Saint Joseph’sUniversityScot Burton, University ofArkansasJacquelyn R. Bybee, Florida StateUniversityCGiulia Calabretta, BI NorwegianSchool of ManagementRoger J. Calantone, Michigan StateUniversityRichard Campbell, Sonoma StateUniversityMary Caravella, University ofConnecticutCristina Cardigo, ISCTE BusinessSchoolBrad D. Carlson, Saint LouisUniversityJeff Carlson, University ofConnecticutMarina Carnevale, Baruch College,City University of New YorkFrançois Anthony Carrillat, HECMontréalJennifer Chandler, University ofHawaii at ManoaChiu-chi Angela Chang,Shippensburg University
Wei-Lun Chang, TamkangUniversityWoojung Chang, University ofAlabamaCristian Chelariu, SuffolkUniversityPiotr Chelminski, ProvidenceCollegeJiyao Chen, NorthwesternUniversityXi Chen, Tsinghua UniversityJames Cho, Lung-wha Universityof Technology and SciencePilsik Choi Choi, Clark UniversitySungchul Choi, University ofNorthern British ColumbiaHwan Chung, St. Joseph’sUniversityDorene Ciletti, DuquesneUniversityBruce Clark, NortheasternUniversityAaron Walter Clopton, LouisianaState UniversityJoe Cobbs, Northern KentuckyUniversityKesha Kenlene Coker, SouthernIllinois UniversityLarry D. Compeau, ClarksonUniversityPaul M. Connell, Stony BrookUniversityDelonia Cooley, Texas SouthernUniversityJune Cotte, University of WesternOntarioKeith Stuart Coulter, ClarkUniversityAmy Cox, Converse CollegeJulia Marie Cronin-Gilmore,Bellevue UniversityMaria L. Cronley, MiamiUniversityAnnie Peng Cui, West VirginiaUniversityZhijian Cui, INSEADShannon Cummins, University ofNebraska-LincolnCarolyn F. Curasi, Georgia StateUniversityCatharine M. Curran, University ofMassachusetts DartmouthDVassilis Dalakas, California StateUniversity, San MarcosIlaria Dalla Pozza, Rouen BusinessSchoolNeel Das, Appalachian StateUniversityPrakash Das, University of CalgaryMarlene Deatherage, University ofPhoenix OnlineKathleen Debevec, University ofMassachusettsLarry DeGaris, University ofIndianapolisOscar Winston DeShields,California State University,NorthridgeKathy Kanwalroop Dhanda,DePaul UniversityAnthony Di Benedetto, TempleUniversityMbaye Fall Diallo, Paul CézanneUniversityAdamantios Diamantopoulos,University of ViennaRon Dickinson, Lincoln MemorialUniversityGeoff Dickson, AUT UniversityTodd Donavan, Colorado StateUniversityNaveen Donthu, Georgia StateUniversityWenyu Dou, City University ofHong KongSusan Douglas, New YorkUniversityShuili Du, Simmons CollegePrateek Dubey, JSN FoundationSerdar S. Durmusoglu, Universityof DaytonTurkan Dursun, West Texas A&MUniversitySujay Dutta, Wayne StateUniversityBrendan Dwyer, VirginiaCommonwealth UniversityENoha M. El-Bassiouny, GermanUniversity in CairoStefan Elsner, University of TrierManuel Escalante, University of LaVerneFSheranne Fairley, University ofMassachusettsviiMartin Fassnacht, WHU–OttoBeisheim School ofManagementMarc Fetscherin, HarvardUniversity and Rollins CollegeKevin Filo, University ofMassachusettsBryan Finch, Oklahoma StateUniversityCarolyn Sara Findley, University ofAlabamaZach Finney, University of SouthAlabamaArne Floh, WU ViennaKim Folkers, Wartburg CollegeJudith Garretson Folse, LouisianaState UniversityKendra Fowler, Kent StateUniversityGavin L. Fox, Texas TechUniversityStephen L. France, University ofWisconsin-MilwaukeeGeorge R. Franke, University ofAlabamaGary Frankwick, Oklahoma StateUniversityFrank Franzak, VirginiaCommonwealth UniversityRegina Viola Frey, GermanGraduate School ofManagement and LawScott Friend, Georgia StateUniversityGMercedes Galan-Ladero,Universidad de ExtremaduraAndrew S. Gallan, Case WesternReserve UniversityIna Garnefeld, University ofPaderbornLi-Shiue Gau, Asia University,TaiwanDinesh K. Gauri, SyracuseUniversityAnja Geigenmueller, TUBergakademie FreibergSomali Ghosh, BinghamtonUniversityMarkus Giesler, York UniversityKate Gillespie, University of Texasat AustinDavid A. Gilliam, Oklahoma StateUniversity
David Gilliland, Colorado StateUniversityMark Gleim, Florida StateUniversityDeborah R. Goldring, FloridaAtlantic UniversityNiria Goñi, CENTRUM CatólicaRenee Richardson Gosline,Massachusetts Institute ofTechnologyMark Groza, University ofMassachusettsEda Gurel-Atay, University ofOregonZeynep Gurhan-Canli, KocUniversityHAlexander Haas, University ofBernJames Haefner, University of St.FrancisGeorge T. Haley, University ofNew HavenAdrienne Hall, Purdue UniversityStefan Matthias Hampel,University of BayreuthJay Handelman, Queen’sUniversityAndy Hao, University of HartfordTracy Harmon, University ofDaytonTina Harrison, University ofEdinburghJon M. Hawes, Indiana StateUniversityHongwei He, University ofWarwickBob Heiser, University of SouthernMaineNadine Hennigs, LeibnizUniversity of HannoverNeil C. Herndon, Herndon &AssociatesRonald P. Hill, VillanovaUniversityTanawat Hirunyawipada,University of Houston,VictoriaChristian Hofer, University ofArkansasMary Theresa Holden, WaterfordInstitute of TechnologyLinda Hollebeek, University ofAucklandChe-Hao Hsu, National ChengKung UniversityMaxwell Hsu, University ofWisconsin-WhitewaterAndrew Gary Hughes, AustralianNational UniversityJohn Hulland, University ofPittsburghDavid Hunt, University ofWyomingMichael Richard Hyman, NewMexico State UniversityIGopalkrishnan Iyer, FloridaAtlantic UniversityJSwinder Janda, Kansas StateUniversitySandy Jap, Emory UniversityClaudia Jasmand, MaastrichtUniversity School of Businessand EconomicsChanaka Jayawardhena,Loughborough UniversityRonald Jelinek, Providence CollegeJing Jiang, Renmin University ofChinaRupinder Jindal, University ofHoustonMark Johlke, Bradley UniversityThomas T. John, KS&R, Inc.Devon S. Johnson, NortheasternUniversityJean L. Johnson, AmsterdamBusiness SchoolChris Joiner, George MasonUniversityScott Jones, Stetson UniversityMingyu Joo, Syracuse UniversityKAnastasios Kaburakis, SouthernIllinois University,EdwardsvilleManish Kacker, McMasterUniversityLynn Richard Kahle, University ofOregonKartik Kalaignanam, University ofSouth CarolinaSudhir Kale, Bond UniversityviiiNikos Kalogeras, MaastrichtUniversityJun Kang, University ofMassachusetts AmherstAnurag Kansal, Indian Institute ofManagementRajiv Kashyap, William PatersonUniversityVishal Kashyap, Xavier UniversityEvangelia Katsikea, AthensUniversity of Economics andBusinessDebbie Keeling, University ofManchesterJeremy Kees, Villanova UniversityPatricia F. Kennedy, University ofNebraska, LincolnOsman Khan, University of EastLondonYu Kyoum Kim, Florida StateUniversityAhmet Kirca, Michigan StateUniversityGary A. Knight, Florida StateUniversityYong Jae Ko, University of FloridaFlorian Kohlbacher, GermanInstitute for Japanese StudiesSteve Kopp, University ofArkansasMasaaki Kotabe, TempleUniversityChristine Kowalczyk, University ofMemphisTom Kramer, Baruch College, CityUniversity of New YorkMichael W. Kroff, Montana StateUniversitySabine Kuester, University ofMannheimKerri-Ann L. Kuhn, QueenslandUniversity of TechnologyWerner H. Kunz, University ofMassachusetts BostonLada Kurpis, Gonzaga UniversityDidem Kurt, University ofPittsburghGulfem Kutlu, Old DominionUniversityLLauren Labrecque, University ofMassachusettsDesmond Lam, University of SouthAustralia
Brian V. Larson, WidenerUniversityDebra Laverie, Texas TechUniversityStephanie J. Lawson, Florida StateUniversityJaehoon Lee, University of Texasat San AntonioJong-Ho Lee, Korea UniversityBusiness SchoolKevin Lehnert, Grand Valley StateUniversityAlexander Leischnig, FreibergUniversity of TechnologyMichael Levin, Otterbein CollegeMike Li, Oklahoma StateUniversityJordan Louviere, University ofTechnology, SydneyAnh-Dai Lu, Heller School forSocial Policy and Management(Brandeis University)Marius Luedicke, University ofInnsbruckDonald James Lund, University ofMissouriXueming Luo, University of Texasat ArlingtonMark R. Lyberger, Kent StateUniversityMVivek Madupu, Missouri WesternState UniversityPeter Magnusson, Northern IllinoisUniversityJennifer Mak, Marshall UniversityNaresh Malhotra, NanyangBusiness School, SingaporeAvinash Malshe, University of St.ThomasAnne-Flore Maman, ESSECRujirutana Mandhachitara,Pennsylvania State UniversitySudha Mani, University of Texas atArlingtonCarl
a positive impact on firm performance and increases shareholder worth. Consumers have also generally . the foundation for a journal submission, and hopefully provide fodder for even bigger and better ideas. . University Craig Andrews, Marquette University Steven J. Andrews, Univ
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May 05, 2011 · 3022 Broadway . Uris Hall, Room 604 . New York, NY 10027 . dn75@columbia.edu . May 5, 2011 . Abstract . We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue thatFile Size: 393KBPage Count: 50Explore further(PDF) Strategic Marketing and Marketing Strategy: Domain .www.researchgate.net(PDF) Marketing Management - ResearchGatewww.researchgate.net5 Marketing Management Orientationscommercemates.com5 Marketing Concepts: Marketing Management Philosophieswww.iedunote.comBasic Marketing Principles - Mercer Universityfaculty.mercer.eduRecommended to you b
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