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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