American Marketing Association
AMA SummerEducators' Conference
2006
Volume 17
"Enhancing Knowledge Development in Marketing"
August 4-7, 2006Chicago, Illinois, USA
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ISBN: 978-1-60423-814-3
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American Marketing Association
AMA SummerEducators' Conference
2006
TABLE OF CONTENTS
TABLE OF CONTENTS iii
PREFACE AND ACKNOWLEDGMENTS xv
BEST PAPERS BY TRACK xvi
LIST OF REVIEWERS xvii
ONLINE PURCHASING
The Influence of Body Esteem and Body Image Actual-to-Ideals Comparison onIntentions to Purchase Apparel OnlineEllen Garbarino, Jose Antonio Rosa 1
Opinion Leadership and Seeking Behaviors in the Online and Offline Environments:Centered on Korean Digital Camera Brand CommunitiesYoungju Sohn 2
/ Made This Myself. Exploring Process Utility in Mass Customization
Nikolaus Franke, Martin Schreier 14
GLOBAL RESEARCH
A Cross-National Analysis of Global and National Identity as a Basis for InternationalWeb Site UsageNitish Singh, Boris Bartikowski, Georg Fassott, Mike C.H. Chao,Jonas A. Hoffmann 16E-Commerce and Integration Efforts in Brand Architecture and IT Structure:Evidence from AustriaAndreas Strebinger, Horst Treiblmaier 18
Information and Communication Technologies' Adoption: Scenarios for Successand FailurePaulina Papastathopoulou, George J. Avlonitis, Spiros Gounaris 20
RELATIONSHIPS IN SERVICES
Forgiveness: A New Insight Into Business RelationshipsYelena Tsarenko, Mark Gabbott 30
Serving Coffee with a Little Love: Exploring the Interdependence Between a SendeeProvider's Motives and Rewards for Maintaining Commercial FriendshipsMark S. Rosenbaum 37
Toward a Means-End Theory of Service Relationships: Linking Relationship-DrivingBenefits with Set-vice Attributes and Motivational ValuesMichael Paul, Thorsten Hermig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner,Caroline Wicrtz 39
CURRENT ISSUES IN PRICING: PRICE SENSITIVITY, PRICE PERCEPTION,AND DISCOUNTING
Impact of Price Sensitivity and Relative Value Advantage on Optimal Brand PriceUnder Competition
Amiya Basu, Tridib Mazumdar, S.P. Raj 41
The Direct Effects of Price Perception Constructs and Internal Reference Price onConsumers' Overall Price Perception
Juan (Gloria) Meng, Suzanne A. Nasco, Terry Clark 42
The Discount-Distance Congruency EffectKeith S. Coulter 43
SERVICES EMPLOYEE IMPACT ON CUSTOMER EVALUATIONS
Predictability, Controllability, and Desirability as the Outcomes of Innovation inServices Context
Mohammadali Zolfagharian, Tanawat Hirunyawipada 45
Creating Complaint Satisfaction in Personal Complaint Handling Encounters:An Explorative Study of Two Laddering Techniques
Thorsten Gruber, Isabelle Szmigin, Roediger Voss 47
Customer Participation and Control in the Service Encounter: A ReviewJ. Denise John, Abhijit Biswas 49
Does Customer Integration Matter? Customer Integration and Its Consequences:Empirical Evidence
Margit Enke, Anja Geigenmueller, Steffi Poznanski, Gordon Guth 51
FACTORS FOR MARKETING SUCCESS
Marketing Resources and Customer Value DeliveryMatti Tuominen, Saara Hyvonen, Sami Kajalo, Arto Rajala, Kxisrian Moller,Sheelagh Matear, Graham J. Hooley 53
Market-Oriented Culture as a Success Factor for Emerging FirmsMalte Brettel, Andreas Engelen, Florian Heinemann, Andreas Kessell 55
Influence of Environment, Resources, and Market Orientation on ManufacturingPerformance
Hari Vasudevan, Sanjaya S. Gaur, Deeksha A. Singh 57
CONSUMER KNOWLEDGE, EXPERTISE, AND INVOLVEMENT
Cue Utilization and Consumer ExpertiseChiu-chi (Angela) Chang 65
An Investigation of the Factors Affecting the Purchase Involvement Tendencies ofCollege Students
Lee E. Hibbett, William A. Cohen 71
The Effects of Brand Associations on Brand Equity, Subjective Knowledge, andBrand Interest
Michael Korchia 80
SALES FORCE CONTROL ISSUES
The Relative Impact of Formal and Informal Control on Salesperson PerceivedOrganizational Support and Stress Characteristics
Nigel F. Piercy, Nikala Lane 82
Measuring the Sales Force Control System: A Critical Evaluation of the Cravenset aL (1993) Measurement Scale
Nikolaos G. Panagopoulos, George J. Avlonitis 84
Salesperson Cognition and Behaviors: The Complementary and Conflicting Roles ofTrust and Control
Sanjukta Kusari, Daniel Cohen, Jagdip Singh, Detelina Marinova 94
EXPORT/IMPORT RESOURCES, CAPABILITIES, AND RELATIONSHIPS
The Implications of Social Capital and Resource Exchange for InternationalRelationship Continuity in Export Channels
Jennifer L. Nevins, R. Bruce Money 96
Realized and Potential Absorptive Capacity: Understanding Their Antecedents andPerformance in a Sourcing Context
Poh-Lin Yeoh 98
The Impact of Resources and Capabilities on the Performance of Regular andSporadic Exporters
Anna Kaleka 100
EXPLORING DIVERSE TOOLS TO ADVANCE MARKETING EDUCATION
An Exploratory Comparison of teaching Methods and Student Outcomes in theUndergraduate Marketing Principles Class: Chapter Tests Versus ChapterDiscussion Questions
Lewis Hershey, Mohammad Ashraf, Paula Wood 102
EService Learning: Lifetime and Career Skill DevelopmentSueY. McGorry 111
Play as Learning: Can a Board Game Foster a Customer Relationship OrientationAmong Business Students?
Venkatapparao Mummalaneni, Soumya Sivakumar 112
GENERATING EQUITY AND VALUE
An Integrative Model for Measuring Customer-Based Brand Equity and BrandMarket Performance
Ahmed H. Tolba, Salah S. Hassan 114
Word-of-Mouth Network Characteristics: Effects on Customer EquityAliosha Alexandrov, Daniel L. Sherreil 116
Can Consumers Add Value to Marketing Communications? An Intellectual CapitalApproach to Study Online Consumer Interaction
Fiona Sussan 118
INFORMATION SEARCH AND PROCESSING
The Impact of Individual Cultural Values on the Information Search BehaviorYun-Yong Hwang, Jae Min Jung 120
Exploring the Role of Vivid Negative Information on Message ProcessingJun Rong Myers, Ronald Faber 122
The Effect of Role Strain on the Consumer Decision Process of Single ParentHouseholds
Palaniappan Thiagarajan, Jason E. Lueg, Nicole Ponder, Sheri Lokken Worthy,Ronald D. Taylor 124
THE IMPACT OF CHANNEL DECISIONS ON PERFORMANCE
The Impact of Channel Governance Forms on the Selection of Channel PerformanceMeasures
Anthony K. Asare, Thomas G. Brashear 126
Optimizing the Sequential Distribution Model for Motion PicturesThorsten Hennig-Thurau, Victor Henning, Henrik Sattler, Felix Eggers,Mark B. Houston 127
Punitive Acts, Destructive Acts, and Abusive Acts in Channels of Distribution:Conceptual Clarity and Demarcation
Brent Baker 129
INTERNATIONAL MARKET ADAPTATION, STRATEGY, AND PERFORMANCE
Marketing Adaptation in Foreign Markets: Analysis of External and InternalAntecedents
Dirk Morschett, Hanna Schramm-Klein, Bernhard Swoboda 131
Determinants of Superior Firm Performance in the International Context: AnEmpirical Examination of Key Organizational Factors
Shichun Xu, S. Tamer Cavusgil, Attila Yaprak 141
Organizational Infrastructure for Global Account Management: Drivers and Outcomes
Mehmet Berk Talay, Chris White, Linda Hui Shi 143
CONSUMER ADOPTION AND NEW PRODUCT ANNOUNCEMENTS
Consumption Attitudes and Adoption of New Products: A Contingency ApproachGuangping Wang, Wenyu Dou, Nan Zhou 145
Predicting Consumer Innovative Behavior Using Alternative Theories and LikelihoodMeasures: A Longitudinal Study
Heath McDonald, Frank Alpert 147
The Effects of New Product Announcements on Firm Value: An Event StudyInvestigation of the Pharmaceutical Industry
Erin Cavusgil, Mehmet Berk Talay 150
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MARKETING COMMUNICATION AND BRANDING: EXTENDING THEFOOTPRINT OF THE BRAND
Cause Marketing: Does Cause/Brand "Fit" Affect Brand Attitude?Sarah M. Haas, Peter Magnusson 152
Building Brands Through Brand Alliances: Risk Reduction or Bonding?Kevin E. Voss, Bashar S. Gammon 154
Brand Extension: An Integrated Framework of Affect TransferXin Liu 156
THE ROLE OF SOCIAL INFLUENCE IN CONSUMER BEHAVIOR
The Role of Social Influence on Adoption of High Tech Innovations: The ModeratingEffect of Public/Private Consumption
Songpol Kulviwat, Gordon C. Bruner II, Obaid Al-Shuridah 158
Toward a Framework for Evaluating Consumer Response Patterns to HumanlikeRobot in a Social Context
Adesegun Oyedele 159
Impacts of Virtual Community Participation on Consideration Set Size, BrandSwitching Intention, and Brand Loyalty
Stella Yiyan Li, Kineta Hung 161
INFLUENCE OF INTERFIRM TRUST AND COMMITMENT ON PERFORMANCE
Does Affective Trust Matter in Interfirm Relationships? The Supplier's PerspectiveAndrew Zur, Civilai Terawatanavong, Cynthia Webster 163
Does Emotional Intensity Matter in Interfirm Relationships?Michael A. Stanko, Joseph M. Bonner, Roger J. Calantone 170
Customer Share in Business-to-Business Markets: Antecedent, Outcome, ContingencyAndreas Eggert, Wolfgang Ulaga 172
EMERGING VALUES, RELATIONSHIPS, AND FIRMS
Building Consumer Relationships in Transition Economies: A MarketingCapabilities Perspective
Alexander Krasnikov, Kelly Hewett 174
An Exploration of Work-Related Values Among Young Executives in China andthe United States
Yue Pan, Warren French, Ayalla Goldschmidt, Xuebao Song 177
Factors Underlying Ethnocentricity and Its Outcomes in a Multi-Ethnic StateIrena Vida, Claude Obadia, Tanja Dmitrovie 179
CONSUMERS' RETAILING BEHAVIORS: SHOPPING, PURCHASING, ANDTHE ROLE OF CONVENIENCE
An Empirical Analysis of Store Brand Purchase Behavior Using Structural EquationModel
Ali Kara, Jose I. Rojas-Mendez, Orsay Kucukemiroglu, Talha Harcar 181
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Effects of Consumers' Shopping Ability on Location Strategy for Retailers Classifiedby Business Category
Kenji Matsui 183
Convenience in Retailing
Martin Fassnacht, Sabine Moeller, Christina Reith 191
QUALITATIVE APPROACHES TO MARKETING RESEARCH
The Value in Combining Netnography with Traditional Research TechniquesLisa S. Simpson 193
The Quality of Qualitative Studies: Comparing Fundamental Research Perspectivesin Consumer Research, Marketing Management Research, and OrganizationalResearch
Ove Jensen, Katrin Hiiper 201
Hispanic Consumer Expectations for Spanish-Language Web Sites: Some QualitativeInsights
Nitish Singh, Christopher Hurtado, Sumit Kundu 203
MEASUREMENT ISSUES
Consumer Spending Self-Control: Conceptual and Measurement RefinementsKelly L. Haws, William O. Bearden 205
The Dimensions of Consumer EmpowermentGary L. Hunter, Tina Harrison, Kathryn Waite 207
VIRTUAL COMMUNITIES AND NEW PRODUCT DEVELOPMENT
Information Technology Infrastructure and New Product Development ProcessEffectiveness: The Mediating Role of Organizational Learning
Serdar S. Durmusoglu • 209
Building Loyalty by Sponsoring Virtual Peer-to-Peer Problem Solving (Pi)Communities
Charla Mathwick 211
Gender Differences in Trust Formation Among Younger Consumers in VirtualCommunities
Constance Elise Porter, Naveen Donthu 213
The Role of Consumer Education in the Future ofRFID
Jollean K. Sinclairc, Sandipan Sen 215
CUSTOMER EXPERIENCE IN WEB-BASED SERVICES
An Investigation of User Collaboration in Web-Based B2B Financial Services
GaryR. Schirr 217Emotional and Attitudinal Responses to Web Sites: The Impact of Background Musicin Online Shopping
Jun Ma 219
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The Effect of Employee Contact in Technology-Based Self-Service RecoveryEncounters: A Role Theory Perspective
Zhen Zhu, Eugene C. Nelson 221
LEGAL ISSUES IN PUBLIC POLICY
Understanding Chinese Consumers in Software PiracyFang Wang, Hongxia Zhang, Ming Ouyang 223
The Antecedents and Consequences of Marketing Law TransgressionsAaron Gazley, Michel Rod, Ashish Sinha 225
MARKETING COMMUNICATION AND BRANDING: GETTING THEMESSAGE OUT
Data-Overlay Approach to Media Planning: Is Product-Media Usage Stable OverTime?
J. Alexander Smith, Hugh M. Cannon, David L. Williams 227
The Program Context of War News: An Empirical Investigation of Influenceson Television Advertising Effectiveness
K. Damon Aiken, Keven Malkewitz 229
Effects of Brand Placement in PC/Video Games on the Change of the AttitudeToward the Advertised Brand
Silke Bambauer 231
THE IMPACT OF ORIGIN IN CONSUMER BEHAVIOR
State of Origin EffectsJae Min Jung, Joseph M. Jones, Curtis P. Haugtvedt 241
Geographical Origin and Brand Names in the U.S. Wine MarketGuenter Schamel . 243
The Influence of Acculturation on Purchase Behavior and Language Preference inAdvertisements: The Case of Hispanics in the United States
Rick T. Wilson 244
INFLUENCE OF ORIENTATION, LEARNING, AND CRM ON PERFORMANCE
Linking Logistics Capabilities to Strategic Orientation: A Cost and Service Trade-OffGilbert N. Nyaga, Roger J. Calantone, Daniel F. Lynch 246
Learning Across Boundaries: A Contingency Perspective of External Learning andPerformance
Linda Xiaoyun Chen, Kevin Zheng Zhou 248
Customer Relationship Management Consciousness in Indian Companies and ItsImpact on Their Financial Performance
Harmeen Kaur Soch, H.S. Sandhu 250
GLOBAL POSITIONING, BRAND, AND ADVERTISING
Enhancing Cultural Positioning: Understanding the Success and Failure of HollywoodMovies in Germany
Gianfranco Walsh, Thorsten Hennig-Thurau, Matthias Bode 252
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A Branding,Strategy for Emerging Market Firms Entering Developed MarketsPeter Magnusson, Sarah M. Haas, John Hongxin Zhao 254
Sources of Global Heterogeneity in Internet Advertising PatternsNir Kshetri, Nicholas C. Williamson 256
NEW PRODUCT DECISION-MAKING AND PERFORMANCE OFENTREPRENEURIAL FIRMS
When Leadership Does Not Lead: Strategic Inclination Effects on New ProductDecision-Making
Jelena Spanjol, Leona Tarn 258
Escalation of Commitment During New Product Development: The Role ofAnticipated Regret
Kumar Sarangee, Jeffrey B. Schmidt ' 259
Market Orientation in Entrepreneurial Firms: Determining the Influence ofOrganizational Design and Its Effect on Performance
Malte Brettel, Susanne Claas, Florian Heinemann 261
EFFECTS OF CORPORATE IDENTITY AND BRANDS ON PERFORMANCE
Managing the Gap Between Corporate Identity and Corporate Image: A ContingencyFramework
Susan D. Myers 263
Identifying the Return on Marketing Activities: The Intermediate Effects of Multi-Dimensional Consumer-Based Brand Equity on Brand Profitability
Janell D. Townsend, Sengun Yeniyurt 265
Consumer Evaluation of Brand Extensions: Investigating the Nonlinear RelationshipBetween Perceived Difficulty and Brand Extension Attitude
Vishal Bindroo, Raj Echambadi, Mark J. Arnold 267
LEAD USERS AND IDEA GENERATION
Customer Idea Contests at the Front End ofNPDFrank T. Piller, Dominik Walcher, Melanie Mueller 269
Extending Lead User'Theory: Antecedents and Consequences of Consumers'Lead Userness
Martin Schreier, Reinhard Priigl 271
The Analogous Market Effect: How Users from Analogous Markets CanContribute to the Process of Idea Generation
Nikolaus Franke, Marion Potz 273
CONSUMER CONCERNS AND PUBLIC POLICY
Public Policy Implications of DTC Advertising of Pharmaceuticals: ConsumerConcerns and Issues
Mathew Joseph, Deborah F. Spake 275
Marketing God: Contingency Considerations in the Marketing of ReligionW.L. Martin 277
Responsible ConsumptionMohammadali Zolfagharian, Iryna Pentina 284
Protecting Household Online Privacy: Who Is the First Line of Defense?
Elizabeth Taylor Quilliam, Nora J. Rifon, Robert Larose 286
FRAMEWORKS IN CONSUMER BEHAVIOR
The Identification Construct: A Review and Conceptual FrameworkT. Bettina Cornwell, Leonard V. Coote 288
The Aptitudes of Consumers and Motivation to Consume: A New Theory andExploration
Dwane Hal Dean 290
Individual and Social Capital as Basic Pillars of Customer Value: Towards aComprehensive Model of Word-of-Mouth Referral Behavior
Klaus-Peter Wiedmann, Nadine Hennigs 292
MANAGING ALLIANCES AND INTERFIRM RELATIONSHIPS
Assessing Portfolio Effects on Alliance PerformanceSudha Mani, Kersi D. Antia 294
Managing Relationship Stability in Joint VenturesMert Tokman, George D. Deitz, R. Glenn Richey, Robert M. Morgan 296
Role of Collaborative Management in Outsourcing the Sales Function: AnExamination of the CPG Industry
Naveen Donthu, Vijay Kasi, Tom Gruen, Atul Parvatiyar 298
CUSTOMER SATISFACTION IN SERVICES
Customer Role Conflict, Role Performance and Evaluations of Customer, and ServiceProvider Satisfaction with a Routine Service Encounter
Rachelle J. Dupuis, Kirby L.J. Shannahan 300
ExaminingService Convenience-Customer Satisfaction-Share of Wallet RelationshipsSandipan Sen, Emin Babakus 302
Understanding the Differences Between Customer Satisfaction and CustomerDelight: Implications on Post-Consumption Behavioral Outcomes
Nadia Pomirleanu, Jaishankar Ganesh 304
Towards an Improved Understanding of Service Guarantees: What Can We Learnfrom Economic Theory?
Jens Hogreve, Sabine Fliess 306
UNDERSTANDING CONSUMERS THROUGH MARKETING RESEARCH
Measuring the Value of Word-of-Mouth and Its Impact in Consumer CommunitiesPaul Dwyer 308
Measuring Brand Equity: A Study of a Non-Durable ProductMeena Satishkumar, Ashish Sinha, Nicholas Ashill 310
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Measuring Consumers' Willingness to Pay with the Contingent Valuation Approach
Harley Krohmer, Klaus Miller, Reto Hofstetter 314
THE ROLE OF TRUST IN HIGH TECH ENVIRONMENTS
The Role of Trust and Commitment in Adopting E-Procurement TechniquesAmjad Abu ELSamen, Goutam Chakraborty, Gray L. Frankwick 316
A Framework for the Adoption of Interfirm Technologies in Customer DrivenSupply Chains
Anthony K. Asare, Thomas G. Brashear 324
Movie Anyone? An Investigation of Online Reputation Mechanisms as Social CapitalInfluencing Consumer New Product Interest
Fiona Sussan 326
THEORETICAL ISSUES IN MARKETING MANAGEMENT
The Symbiosis of Marketing and Sales: A TaxonomyChristian Homburg, Ove Jensen 328
The Impact of Internal Strategy Variables and External Environmental Effects onBusiness Performance: An Econometric Approach
Essam B. Ibrahim, Gianfranco Walsh 330
A Framework for Analyzing Market ManagementThomas Ritter 332
THE DISSEMINATION OF MARKETING KNOWLEDGE: ARE WE GETTINGIT RIGHT
Achievement Goals, Self-Efficacy, and Class Size as Antecedents of University Students'Academic Performance: An Empirical Analysis
Pedro Fenollar, Sergio Roman, Pedro J. Cuestas 334
Marketing Implementation Coverage in the MBA Marketing Management CourseKen Kono 336
Exploring the Contribution of Different Types of Cited Materials to MarketingKnowledge Over Time: A Citation Analysis
Michael Jay Polonsky, Clair Polonsky 338
MARKETING COMMUNICATION AND BRANDING: LEVERAGING THECORE BRAND
To Brand or Not to Brand the Corporation? Exploring Corporate RebrandingChallenges at Guinness Ireland
Laurent Muzellec, Mary Lambkin 345
Impact of Brand Image Components on Behavioral Intentions of Stakeholders:Insights for Corporate Branding Strategies
Lars Fiedler, Manfred Kirchgeorg 353
Modeling the Effects of Marketing Mix Variables on Umbrella Branding in aSegmented Market
Haren Ghosh 355
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ART, JEWELRY, AND PERCEPTIONS OF SELF
Art Infusion: How the Presence of Art Affects the Perception and Evaluation ofNon-Art Products
Henrik Hagtvedt, Vanessa M. Patrick 357
All That Glitters: Discovery of Current Meanings of Jewelry in American CultureElizabeth F. Purinton 359
Conspicuously Alternative: The Ethics and Aesthetics of Indie ConsumersCaroline Graham Austin 361
TRENDS IN MANAGING CUSTOMER RELATIONSHIPS
Illuminating the Link Between Salespersons Customer Orientation/Empathy andTheir Sales Performance: The Role of Customer Needs Identification
Jan Wieseke, Johannes Ullrich, Tino Kessler-Thones 363
Customer Relationships in a Long-Term Perspective: When Are Customers MostProfitable?
Thomas Foscht, Bernhard Swoboda, Dirk Morschett 365
Is Relationship Intelligence a Promising Approach to Successful RelationshipMarketing in the Future?
Markus Rosier, Roland Kantsperger, Anton Meyer 366
An Integrative Examination of Undercover SellingVincent P. Magnini, Earl D. Honeycutt, Jr., John N. Gaskins, Sharon K. Hodge 376
TIME AND COMMUNICATION IN CROSS-CULTURAL MARKETING
If Time Is Money, Is It a Common Currency? A Cross-Cultural Study of Time AttitudesGlen H. Brodowsky, Beverlee B. Anderson, Ofer Meilich, Camille P. Schuster,M. Ven Venkatesan . 378
Who Should Talk? Communication Locus for an International Product CrisisSusan H. Godar 380
An Exploration of Resources External to the Firm: Can Endorsement by a CelebrityAdd Value?
Brian R. Chabowski, M. Berk Talay 382
CONSUMER RESEARCH AND TECHNOLOGY
Website Orientations, Website Quality, and Purchase Intention: The Role of WebsitePersonality
Amit Poddar, Naveen Donthu, Yujie Wei 384
The Effects of Task and Information Environment Characteristics on the Breadth,Depth, and Sequence of Search in an Online Setting
Ying Jiang, Girish Punj 386
How Do Customers Evaluate Mass Customized Products?Anyuan Shen, A. Dwayne Ball 388
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Comparing Strength of Low Price Signals Across Shopping Media: The Role ofCognitive Elaboration
Sujay Dutta, Sandeep Bhowmick 390
CUTTING-EDGE RETAILING ISSUES: MASS CUSTOMIZATION, ONLINETRUST, AND PRODUCT INVOLVEMENT
Mass-Customized Products: Are They Bought for Uniqueness or to Overcome Problemswith Standard Products?
Stefan Michel, Michael Kreuzer, Richard Kuhn, Anne Stringfellow 392
Trust in Online Auctions: Antecedents and OutcomesShyh-Rong Fang, Chao-Hung Wang, Li-Chang Hsu 394
The Effect of Enduring Product Involvement Upon Retail Salesperson PerformanceTyler Bell, Todd J. Arnold, Peter H. Bloch, Suraj Commuri 396
AUTHOR INDEX 398
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