Marketing Opportunities and Challenges in a Changing Global Marketplace

This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Features the full proceedings from the 47th AMS Annual Conference Explores the marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace Focuses on current issues such as rising middle class in emerging markets, consumer privacy concerns and disruptive technological breakthroughs

Contenu
Chapter1. Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity.- Chapter2. Between a Banker and a Barbie: The Illusions of Social Media.- Chapter3. A Longitudinal Review of Models in Marketing Research.- Chapter4. What would we Hear if we Really Listened? Using I-poems in Qualitative Marketing Research.- Chapter5. Managing Marketing Strategies for Start-Up Enterprises: Analyzing Cross-Sectional Metrics for Measuring Business Performance.- Chapter6. Effects of Environmental and Social Sustainability Perceptions on Willingness to Co-Create from Consumer Perspective.- Chapter7. Decision-Making and Interruptions.- Chapter8. Buying Authentic Luxury Products or Counterfeits: The Role of Benign and Malicious Envy.- Chapter9. Excitement or Fear? The Effect of a Personalized In-Store Experience on Consumers.- Chapter10. All Hands on Deck Special Session: Cultivating Socially Responsible Consumers and Corporations.- Chapter11. All Hands on Deck Special Session: Motivating or De-motivating Responsible Consumption? The Divergent Influences of Moral Emotions.- Chapter12. All Hands on Deck Special Session: Personifying Socially Responsible Corporations: Scale Development and Validation.- Chapter13. All Hands on Deck Special Session: How CSR and Servant Leadership Climate Affect Employee Cynicism and Work Meaning?.- Chapter14. Non-Compliance is a Double-Edged Sword.- Chapter15. A Critical Review of Institutional Theory in Marketing.- Chapter16. Does the Environmentally Friendliness of a Service Invite Customer Loyalty? The Role of Positive Emotions.- Chapter17. Extended Service Plans and Buyer Perceptions and Behaviors in Automobile Industry.- Chapter18. Special Session: The World Needs Storytellers: New Research Avenues for Storytelling in Marketing.- Chapter19. Special Session: Measuring Salesperson Storytelling.- Chapter20. How do InternationalCo-branding Alliances Affect Host Country Consumers' Purchase Intention?.- Chapter21. Does Model Ethnicity Matter in International Advertising? A Literature Review on Model Ethnicity and Related Topics.- Chapter22. Product Innovation Determinants and Export Performance in French and Ukrainian SMEs. Chapter23. Special Session: The (Co-)creation of Brand Heritage.- Chapter24. Special Session: Dehumanization of Robotic Assistants and Subsequent Unethical and Abusive Customer Behavior in Frontline Encounters.- Chapter25. Special Session: Rise of the Service Robots: Exploring Consumer Acceptance.- Chapter26. Exploration of the Role of Packaging Design for Multi-tier Private Brands.- Chapter27. Understanding Risk Statements within Drug Injury Advertising.- Chapter28. The Effect of Social Distance on Donations to Care versus Cure.- Chapter29. Customer Reactions to Voluntary Use of Automated Service Interactions.- Chapter30. Challenges in Usage of Unstructured Data in Marketing Decision Making.- Chapter31. An Investigation of the Effect of Retargeting on Willingness-to-Pay in Online Environments.- Chapter32. Influence of Web Design Features on Attitudes and Intentions in Travel Decision Making.- Chapter33. Virtual Reality (VR) Content is the New Reality for Destination Marketing Organizations: Investigating the Role of VR as a Destination Branding Tactic. Chapter34. Explaining Sustainable Consumption: A Theoretical and Empirical Analysis. Chapter35. Special Session: Digital Data, Security, and Platform Design: Is Marketing the Problem or Solution?.- Chapter36. It Looks Good so Let's Show it off: A Psychographic Segmentation of Instagrammers.- Chapter37. I Hate this Brand! A Classification of Brand Haters Based on their Motivations and Reactions.- Chapter38. Competitive Teamwork: Developing a Team-Based Selling Competition in an Undergraduate Professional Selling Class.- Chapter39. Special Session on Research Opportunities in Direct Selling.- Chapter40. Special Session: AnInternational Perspective of Overcoming Difficulties and Challenges in Doctoral and Early Career Years.- Chapter41. Does Training Teachers in Financial Education Improve Students' Financial Well-Being?.- Chapter42. Special Session: How does Marketing Fit in the World? Questions of Discipline Expertise, Scope, and Insight. Chapter43. Beyond Hedonic Consumption: The Role of Eudaimonic Value in Consumer-Brand Relationships.44. Disentangling the Meanings of Brand Authenticity.- Chapter45. Exploring Facets of Spokesperson Effectiveness in B2B Advertising: What Works and what doesn't?.- Chapter46. Return on Investment of Effective Complaint Management: Synthesis and Research Directions.- Chapter47. Distance is Worth! Impacts of Spatial Distance between Model and Product on Product Evaluation.- Chapter48. The Study of Different Factors Affecting Salesperson Deviance.- Chapter49. Why Narcissists Prefer Genuine to High-Quality Counterfeit Luxury: The Role of Authentic and Hubristic Pride.- Chapter50. Time-Based Deals: How Non-Monetary Discounts can Reduce the Post-Promotion Dip.- Chapter51. From Psychological Myopia to Food Myopia: A Consumer Perspective.- Chapter52. Co-creators Endorsing Their Winning Product Idea in Ads: Dealing with Brand Audiences' Skepticism.- Chapter53. Right Digit Effect and Subjective Relative Income.- Chapter54. Big Data Analytics, New Product Ideas and Decision Making.- Chapter55. Salesperson Intrinsic and Extrinsic Motivation Revisited: A Combinatory Perspective.- Chapter56. Non-conscious Effect of Moral Identity Prime on Perceived Reasonableness and Affective Account on Customer Satisfaction.- Chapter57. Digital Advocacy among Industrial Employees.- Chapter58. When My Brand does Something Morally Wrong.- Chapter59. The Evolution of Influencer-Follower Relationships: A Life-Cycle Approach.- Chapter60. How and when does Functional Diversity Impact Sales Team Effectiveness.- Chapter61. Love Consumption at the Digital Age: Online Consumer Review andRomantic Gift Giving.- Chap…