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  • Marketing Dynamism & Sustainability: Things Change,Things Stay the Same...

  • More information about this series at

    Developments in Marketing Science: Proceedings of the Academy of Marketing Science

  • May 15-20, 2012

    Marketing Dynamism

    New Orleans, LA, USA

    Things Stay the Same...Proceedings of the 2012 Academy of Marketing

    Science (AMS) Annual Conference

    Leroy Robinson, Jr.

    & Sustainability: Things C hange,


  • Editor

    ISBN 978-3-319-10911-4 ISBN 978-3-319-10912-1 (eBook) DOI 10.1007/978-3-319-10912-1 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014953946 Academy of Marketing Science 2015This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publishers location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (

    Reprint from Original edition

    Copyright Academy of Marketing Science 2012

    Leroy Robinson, Jr.University of Houston-Clear Lake

    Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... edited by Leroy Robinson, Jr.

    Houston, TX, USA

  • v


    President Greg W. Marshall Rollins College

    Executive Vice President/Director Harold W. Berkman University of Miami

    President-Elect Victoria Crittenden Boston College

    Immediate Past President John B. Ford Old Dominion University

    Vice President for Programs Linda Ferrell University of New Mexico

    Vice President for Publications O.C. Ferrell University of New Mexico

    S. Tamer Cavusgil Georgia State University

    Jean-Charles Chebat HEC-Montreal

    Gerard Cliquet Universite de Rennes

    Mike Ewing Monash University

    Michel Laroche Concordia University

    James R. Lumpkin Louisiana Tech University

    Officers 2012

    Vice President for Membership -North America Goran Svensson Oslo School of Management

    Vice President for Membership - International Adilson Borges Reims Management School

    Vice President for Development Daniel Flint University of Tennessee

    Secretary/Treasurer Anne L. Balazs Eastern Michigan University

    Director of International Programs Jay D. Linquist Western Michigan University

    Board Of Governors Chairs: Barry Babin., Louisiana Tech University

    Joseph F. Hair, Jr., Kennesaw State University

    Naresh K. Malhotra Georgia Institute of Technology Nanyang Technological University

    Peter McGoldrick Manchester Business School

    Robert A. Peterson University of Texas

    Leyland Pitt Simon Fraser University

    Jagdish N. Sheth Emory University

    2012 AMS Marketing Dynamism & Sustainability: Things Change, Things Stay the Same ... New Orleans, LA, United States

  • vi


    Barry J. Babin Program Co-Chair Louisiana Tech University

    Retail Services and Marketing Lauren Beitelspacher Portland State University

    Emotion in Marketing Kate Pounders California State University- San Bernardino

    Marketing Education Jill Attaway Illinois State University

    Marketing Communication and Promotion Julie Guidry Moulard Louisiana Tech University

    Sales and Sales Management JayMulki Northeastern University, Boston

    Product and Brand Management Stephanie Slater Cardiff Business School

    Pricing Richard Hanna Northeastern University

    Marketing Ethics Mahmoud Darrat Auburn University Montgomery

    International Marketing Tomas Hult Michigan State University

    Erkan Ozkaya California State Polytechnic University

    Technology and the Marketing Discipline Christina Chung Ramapo College ofNewJersey

    Program and Track Chairs

    Adilson Borges Program Co-Chair Reims Management School

    Internet Marketing Nicholas Paparoidamis IESEG Lille, France

    Ruben Chumpitaz IESEG Lille, France

    Ethnic Marketing Sweta Thota University of San Francisco

    Doctoral Colloquium John Ford Old Dominion University

    Children and Adolescent Consumers Aysen Bakir Illinois State University

    Consumer Behavior Laura Flurry Louisiana Tech University

    Fashion Merchandising, Marketing, and Retailing Joy Kozar Kansas State University

    Entrepreneurship and Small Business Management Fredric Kropp Monterey Institute of International Studies

    Relationship Marketing: Emotions, Experiences, and Friendships Judith Anne Garretson Folse Louisiana State University

    Latin America Marketing Issues Goran Svensson Oslo School of Management

    Eli Jones Program Co-Chair Louisiana State University

    Eliane P. Z. Brito Fundacao Getli.lio Vargas

    Juan-Carlos S. Varela University qf Turabo

    Marketing Research David J. Ortinau University of South Florida

    Value Co-creation Bidisha Burman Appalachain State University

    Dipayan Biswas University of South Florida

    Marketing Strategy Raj Iyer Bradley University

    Supply Chain Management Doug Lambert Ohio State University

    Matias G. Enz Cranfield University

    Management and HR Yasemin Ocal Atinc Auburn University Montgomery

    Guclu Atinc Drake University

    2012 AMS Marketing Dynamism & Sustainability: Things Change, Things Stay the Same ... New Orleans, LA, United States

  • vii



    The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has grown and prospered ever since. The relevancy of the Academy's mission and activities to our chosen target market of the marketing professorate has been a key factor in attracting the discipline's best and brightest from all over the world.

    The revised Articles of Association of the Academy, approved the Board of Governors in the spring of 1984, and by the general membership if the fall of that year, define the mission of the Academy as follows:

    1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of bringing theory and practice into practicable conjunction.

    2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemination of research results.

    3. Provide a forum for the study and improvement of marketing as an economic, ethical, social and political force and process.

    4. Furnish, as appropriate and available, material and other resources for the solution of marketing problems, which confront particular firms and industries, on the one hand, and society at large on the other.

    5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on the Fellows' scholarly activities.

    6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research results; to learn by listening to other presentations and through interaction with other Fellows and guests; to avail themselves of the placements process; to conduct discussion with book editors; and to exchange other relevant information.

    7. Assist Fellows in the better utilization of their professional marketing talents through redirection, reassignment and relocation.

    8. Provide educator Fellows with insights and suck resources as may be available to aid them in the development of improved teaching methods, materials, devices and directions.

    9. Seek means for establishing student scholarships and professional university chairs in the field of marketing.

    10. Offer Fellow ofthe Academy status to business and institutional executives and organizations.

    11. Modify the Academy's purpose and direction as the influence of time and appropriate constructive forces may dictate.

    2012 AMS Marketing Dynamism & Sustainability: Things Change, Things Stay the Same ... New Orleans, LA, United States

  • viii



    The Academy of Marketing Science would like to recognize