Developments in Marketing Science: Proceedings of the Academy of Marketing Science Editor Krzysztof Kubacki Ideas in Marketing: Finding the New and Polishing the Old Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference Ideas in Marketing: Finding the New and Polishing the Old Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Editor Krzysztof Kubacki Ideas in Marketing: Finding the New and Polishing the Old Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference Monterey, CA, USA May 15-18, 2013 Editor Krzysztof Kubacki Griffith University Nathan, QLD, Australia ReprintfromOriginaledition Ideas In Marketing: Finding the New and Polishing the Old - Volume XXXVI edited by Krzysztof Kubacki Copyright © Academy of Marketing Science 2013 All rights reserved. ISBN 978-3-319-10950-3 ISBN 978-3-319-10951-0 (eBook) DOI 10.1007/978-3-319-10951-0 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014950641 © Academy of Marketing Science 2015 This 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. 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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 (www.springer.com) ACADEMY OF MARKETING SCIENCE Officers 2 013 President Vice President for Development Victoria L. Crittenden Michael D. Hartline Boston College Florida State University Executive Vice President/Director Secretary/Treasurer Harold W. Berkman Lauren Skinner Beitelspacher University of Miami Portland State University President-Elect Co-Director of International Programs Linda Ferrell Jay D. Lindquist University of New Mexico Western Michigan University Immediate Past President Co-Director of International Programs Greg W. Marshall Barry J. Babin Rollins College Louisiana Tech University Vice President for Programs Director of Consortia Adilson Borges John B. Ford Reims Management School Old Dominion University Vice President for Publications Director of Social Media O.C. Ferrell Colin Campbell University of New Mexico Kent State University Vice President for Membership - North America Director of Doctoral Student and Junior Faculty Julia Guidry Moulard Initiatives Louisiana Tech University Angeline Close University of Texas Vice President for Membership - International Constantine Katsikeas University of Leeds Board of Governors Chairs: Barry Babin, Louisiana Tech University Joseph F. Hair, Jr., Kennesaw State University Jean-Charles Chebat Peter McGoldrick HEC-Montreal Manchester Business School Gérard Cliquet Robert A. Peterson Université de Rennes University of Texas Mike Ewing Leyland Pitt Monash University Simon Fraser University John B. Ford James R. Lumpkin Old Dominion University Louisiana Tech University Michel Laroche Rosann Spiro Concordia University Indiana University (cid:3) v (cid:3) ACADEMY OF MARKETING SCIENCE Program and Track Chairs Leyland Pitt Constantine Katsikeas Program Co-Chair Program Co-Chair Simon Fraser University University of Leeds Sensory Marketing Advertising Technology and Marketing Dipayan Biswas Douglas West Elsamari Botha University of South Florida Kings College London University of Cape Town Lauren Labrecque Gerard Prendergast Tek Thongpapanl Loyola University Hong Kong Baptist University Brock University Marketing Theory Sales and Sales Management Internet Marketing Rosa Chun Jay Mulki Jan Kietzman University College Dublin Northeastern University Simon Fraser University Pierre Berthon Bulent Menguc Philip DesAutels Bentley University Kings College London Royal Institute of Technology, Stockholm Retail Marketing Product and Brand Management Nic Terblanche Michael Ewing Marketing: European Issues University of Stellenbosch Monash University Simos Chari University of Leeds Mignon Reyneke Colin Jevons University of Cape Town Monash University Des Laffey University of Kent Services Marketing Pricing Christo Boshoff Kirk Plangger Marketing: African Issues Stellenbosch University Simon Fraser University Beate Stihler University of Johannesburg Adam Mills Hsiu-Yuan Tsao Simon Fraser University Tamkang University Frikkie Herbst University of Stellenbosch Channels of Distribution Marketing Ethics, Corporate Matthew Robson Social Responsibility and Marketing: Australasian Issues University of Leed Sustainability Deon Nel Bodo Schlegelmilch Flinders University Colin Campbell Wirtschaftsuniversitat Wien Kent State University Stuart Adam Linda Ferrell Deakin University Marketing Education University of New Mexico Donald Bacon Marketing: Latin/South University of Denver International Marketing American Issues Leonidas Leonidou Bruno Silvestre Dianne Bevelander University of Cyprus University of Winnipeg Rotterdam School of Management Stavroula Spyropoulou Sergio Carvalho University of Leeds University of Manitoba vi (cid:3) Children and Adolescent Marketing and Social Media Political Marketing Consumers George Christodoulides Phil Harris Julie Tinson Birbeck, University of London University of Chester University of Stirling Angeline Close Anjali Bal Maria Piacentini University of Texas at Austin Dominican University Lancaster University Marketing Strategy Marketing and other Business Consumer Behavior Robert Morgan Functions Peter Nuttall Cardiff University Michael Parent University of Bath Simon Fraser University Constantinos Leonidou Judy Zaichkowsky University of Leeds Kurt April Simon Fraser University University of Cape Town Supply Chain Management Entrepreneurship and Small Esmail Salehi-Sangari Wine Marketing Business Management Royal Institute of Technology, Wade Jarvis Magnus Hultman Stockholm University of Western Australia University of Leeds Mehdi Amini Barry Babin Lida Kyrgidou University of Memphis Louisiana Tech University International Hellenic University B2B Marketing Customer Service: The Good, Relationship Marketing and Asa Wallstrom The Bad, The Theory Customer Relationship Lulea University of Technology Bruce D. Weinberg Management University of Massachusetts Joseph Vella Russell Abratt Amherst University of Malta Nova Southeastern University Karen Robson Anthony Chan Social Marketing and Marketing Simon Fraser University Lulea University of Technology for Nonprofits Sharyn Rundle-Thiele Doctoral Colloquium Marketing Research Griffiths University John Ford Ekin Pehlivan Old Dominion University Bentley University Sameer Deshpande University of Lethbridge Proceedings Editor Albert Caruana Krzysztof Kubacki University of Malta Griffith University vii ACADEMY O F M ARKETING S CIENCE Preface 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 professoriate 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 of the 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. (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) viii (cid:3) ACADEMY OF MARKETING SCIENCE Acknowledgements The Academy of Marketing Science would like to thank the many individuals who willingly donated their time and effort to assist in organizing the Academy of Marketing Science Annual Conference in Monterey, CA, United States. Firstly our thanks go to all submitting authors who chose our annual conference as the way to share their research and ideas with the AMS and the wider community of marketing scholars. Without their continuous support we would never be able to stage such a successful conference. Secondly, we would like to acknowledge all the track chairs who worked tirelessly to encourage the submission of many papers and managed the review process. In particular, we would like to acknowledge the many reviewers who gave up a considerable amount of time to review the papers submitted to the conference. Their time and expertise were critical in developing the conference program. Thirdly, special acknowledgment goes to the conference co-chairs, Leyland Pitt and Constantine Katsikeas, whose commitment and tireless efforts meant it was possible to successfully overcome the many challenges faced when coordinating an event of this scale. We also would like to thank Florence Cazenave of the AMS Central Office at Louisiana Tech for her assistance with many administrative tasks at various stages during the conference organizing process. Last but not least, the Academy of Marketing Science would like to recognize all the participants of the Academy of Marketing Science Annual Conference in Monterey. This conference would have not been possible without their generous support. Dr. Krzysztof Kubacki, Editor ix (cid:3)