Developments in Marketing Science: Proceedings of the Academy of Marketing Science Nina Krey Patricia Rossi E ditors Back to the Future: Using Marketing Basics to Provide Customer Value Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference Back to the Future: Using Marketing Basics to Provide Customer Value Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Nina Krey • Patricia Rossi Editors Back to the Future: Using Marketing Basics to Provide Customer Value Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference Editors Nina Krey Patricia Rossi Rohrer College of Business Marketing Department Rowan University IÉSEG School of Management Glassboro, NJ, USA Lille, France ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-66022-6 ISBN 978-3-319-66023-3 (eBook) DOI 10.1007/978-3-319-66023-3 Library of Congress Control Number: 2017957615 © Academy of Marketing Science 2018 This work is subject to copyright. 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Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland AMS OFFICERS (2016–2018) President Vice President for Adilson Borges, Carrefour & NEOMA Membership-International Business School, France Nicholas Paparoidamis, IÉSEG School of Management, France Executive Vice President/ Director Vice President for Development Harold W. Berkman, University Angeline Close Scheinbaum, of Miami, USA University of Texas at Austin, USA President-Elect Secretary/Treasurer O.C. Ferrell, Auburn University, USA Nina Krey, Rowan University, USA Immediate Past-President Co-Chair, Board of Governors Linda Ferrell, Auburn Joseph F. Hair, Jr., University of South University, USA Alabama, USA Barry J. Babin, Louisiana Tech Vice President for Publications University, USA James S. Boles, University of North Carolina at Greensboro, USA Co-Director of International Programs Vice President for Programs Jay D. Lindquist, Western Michigan Julie Guidry Moulard, Louisiana Tech University, USA University, USA Barry J. Babin, Louisiana Tech Vice President for University, USA Membership-North America Director of Social Media D. Todd Donavan, Colorado State Janna Parker, James Madison University, USA University, USA AMS BOARD OF GOVERNORS (2016–2018) Barry J. Babin Michel Laroche Louisiana Tech University, USA Concordia University, Canada Co-Chair (2016–2022) (2012–2018) Joseph F. Hair, Jr. David Ortinau University of South Alabama, USA University of South Florida, USA Co-Chair (2012–2018) (2016–2022) Adel El-Ansary Leyland Pitt University of North Florida, USA Simon Fraser University, Canada (2014–2020) (2016–2022) John B. Ford Linda Price Old Dominion University, USA University of Arizona, USA (2012–2018) (2014–2020) Jean-Luc Herrmann Bodo Schlegelmilch University of Lorraine, France Vienna University of Economics and (2016–2022) Business Administration, Austria (2014–2020) Eli Jones Texas A&M University, USA Rosann Spiro (2014–2020) Indiana University, USA (2012–2018) 2017 AMS ANNUAL CONFERENCE CO-CHAIRS: Narongsak (Tek) Thongpapanl, Brock University, Canada Kate Pounders, University of Texas at Austin, TX, USA 2017 AMS ANNUAL CONFERENCE TRACKS AND TRACK CHAIRS Advertising and IMC Anjali Bal, Babson College, USA Kelly Weidner, Dominican University of California, USA Brand Management Sukki Yoon, Bryant University, USA Joe Vella, University of Malta, Malta Consumer Behavior Patricia Norberg, Quinnipiac University, USA Allyn White, University of Mississippi, USA Digital Marketing and Social Media Kirk Plangger, King’s College London, UK Abdul Rehman Ashraf, NEOMA Business School, France Ethics and Corporate Social Responsibility Pia Albinsson, Appalachian State University, USA Bidisha Burman, Appalachian State University, USA Futuristic Marketing and Technology: Internet of Things and Other Emerging Trends Jan Kietzmann, Simon Fraser University, Canada Andrew Flostrand, Simon Fraser University, Canada Marketing Metrics, Analytics, and Research Methods Colin Campbell, Kent State University, USA Kacy Kim, Elon University, USA Marketing Pedagogy and Education Dimitri Kapelianis, University of New Mexico, USA Kevin Shanahan, Mississippi State University, USA Marketing Strategy Jeannette A. Mena, University of South Florida, USA Billur Akdeniz, University of New Hampshire, USA International Marketing Gary Knight, Willamette University, USA Nila Wiese, University of Puget Sound, USA Innovation and New Product Development Eric Shih, Sungkyunkwan University, Korea Seigyoung Auh, Arizona State University, USA Public Policy and Marketing for Nonprofits Christopher Hopkins, Clemson University, USA Karen Hood, Eastern Kentucky University, USA Relationship Marketing: B2B and B2C Jeffrey P. Boichuk, University of Virginia, USA Rodrigo Guesalaga, Cranfield University, UK Retailing and Pricing Monika Kukar-Kinney, University of Richmond, USA Lan Xia, Bentley University, USA Sales Management Constantine S. Katsikeas, Leeds University Business School, UK Bulent Menguc, Leeds University Business School, UK Sensory and Food/Beverage Marketing Leyland Pitt, Simon Fraser University, Canada Emily Treen, Simon Fraser University, Canada Services Marketing Brad Carlson, Saint Louis University, USA Todd Donavan, Colorado State University, USA Sports, Entertainment, and Events Marketing Nina Krey, Rowan University, USA Lauren Brewer, University of Texas-Arlington, USA Supply Chain Management and Logistics Alvin Williams, University of South Alabama, USA Jennifer Espinosa, Rowan University, USA Doctoral Colloquium John Ford, Old Dominion University, USA Altaf Merchant, University of Washington, USA Mary Kay Inc. Doctoral Dissertation Competition Cesar Zamudio, Kent State University, USA Raj Agrihotri, University of Texas-Arlington, USA Andy Wood, James Madison University, USA Lamb-Hair-McDaniel AMS Outstanding Marketing Teacher Competition Dipayan (Dip) Biswas, University of South Florida, USA Christine Kowalczyk, East Carolina University, USA John E. Cicala, Texas A&M University-Kingsville, USA Special Session Submissions Adam Mills, Loyola University-New Orleans, USA Karen Robson, Central Michigan University, USA Proceedings Editors Nina Krey, Rowan University, USA Patricia Rossi, IÉSEG School of Management, France