Developments in Marketing Science: Proceedings of the Academy of Marketing Science Editor Leroy Robinson, Jr. Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Leroy Robinson, Jr. Editor Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference Baltimore, MD, USA May 20-23, 2009 Editor Leroy Robinson, Jr. University of Houston-Clear Lake Houston, TX, USA ReprintfromOriginaledition Developments in Marketing Science, Volume XXXII: Proceedings of the Annual Conference of the Academy of Marketing Science edited by Leroy Robinson, Jr. Copyright © Academy of Marketing Science 2009 All rights reserved. ISBN 978-3-319-10863-6 ISBN 978-3-319-10864-3 (eBook) DOI 10.1007/978-3-319-10864-3 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014950639 © 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 2009 President Vice President for Membership - North America John B. Ford Angela Hausman Old Dominion University Xavier University Executive Vice President/Director Vice President for Membership - International Harold W. Berkman Göran Svensson Oslo School of Management President-Elect Greg W. Marshall Vice President for Development Rollins College Victoria Crittenden Boston College Vice President for Programs Linda Ferrell Secretary/Treasurer University of New Mexico Anne L. Balazs Mississippi University for Women Vice President for Publications O.C. Ferrell Immediate Past President University of New Mexico Barry J. Babin Louisiana Tech University Board Of Governors Chair: Joseph F. Hair, Jr., Kennesaw State University S. Tamer Cavusgil Peter J. McGoldrick Michigan State University Manchester Business School Jean-Charles Chebat J. Thomas Mentzer HEC-Montreal University of Tennessee Michael R. Czinkota Robert A. Peterson Georgetown University, USA University of Texas University of Birmingham, U.K. Jagdish N. Sheth Michael Ewing Emory University Monash University Rosann L. Spiro Michel Laroche Indiana University Concordia University David W. Stewart Naresh K. Malhotra University of California Riverside Georgia Institute of Technology vv ACADEMY OF MARKETING SCIENCE Program and Track Chairs Michael R. Czinkota Ilkka Ronkainen Georgetown University, USA Georgetown University, USA University of Birmingham, UK Africa: Unlocking Corporate and Customer Value Christo Boshoff, University of Stellenbosch Adele Berndt, University of Johannesburg Branding and Brand Management Stephanie Slater, Cardiff University Business-to-Business Marketing H. P. Sonnenborn, University of Hof Channel Activities and Processes Bert Rosenbloom, Drexel University Consumer Behavior Claudiu Dimofte, Georgetown University Arnd Florack, Zeppelin University Corporate Culture, Governance and Responsibility Margit Enke, Freiberg University of Technology Anja Geigenmüller, Freiberg University of Technology Education Outreach, Teaching, and Learning Attila Yaprak, Wayne State University Environment and Sustainability M. Joseph Sirgy, Virginia Polytechnic Institute and State University Helen Borland, University of Birmingham Expanding Marketing Outreach Coskun Samli, University of North Florida Freedom, Economic Restructuring, and Quality of Life Jim Slater, University of Birmingham Global and Cross-Cultural Marketing Constantine Katsikeas, University of Leeds Marketing and Global Risk Gary Knight, Florida State University Douglas Johansen, Florida State University Marketing Research and Metrics Manfred Schwaiger, Ludwig-Maximilians-University Munich Marko Sarstedt, Ludwig-Maximilians-University Munich Marketing Strategy Stefan Güldenberg, University of Liechtenstein Tina Ambos, Vienna University of Economics and Business vi ACADEMY OF MARKETING SCIENCE Program and Track Chairs Product Development Jeffrey B. Schmidt, University of Oklahoma Regina McNally, Michigan State University Promotion and Communication Christopher Joiner, George Mason University Selling and Sales Management Penny M. Simpson, University of Texas – Pan American John Cadogan, Loughborough University Service Marketing K. Douglas Hoffman, Colorado States University Peggy Chaudhry, Villanova School of Business Small Countries, Small Firms, Meet Global Marketing H. Ruediger Kaufmann, University of Nicosia B. J. Punnett, University of the West Indies, Cave Hill Supply Chain Management and Logistics Göran Svensson, Oslo School of Management vii ACADEMY OF MARKETING SCIENCE 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 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 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. viii ACADEMY OF MARKETING SCIENCE Acknowledgements The Academy of Marketing Science would like to recognize those individuals and organizations who contributed freely of their time, effort, and ideas toward the success of the Academy of Marketing Science annual conference in Baltimore, MD, United States. Heartfelt thankfulness go to the organizing committee, which coped the challenges involved with managing the considerable range of details and logistics required for this type of occasion. Tremendous dedication is required for the successful management and coordination of an event of this scale. Special acknowledgement goes to the conference co-chairs, Michael R. Czinkota and Ilkka Ronkainen. In addition, the track chairs were essential in the encouragement of the submission of abstracts, attentively managing the review process, and organizing the session details. Sincerest appreciation goes to Brian Miller of the new AMS central office at Louisiana Tech. His thoroughness in dealing with the many administrative tasks related to this event was essential in caring out a successful conference. In addition, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and ideas, the reviewers, the session chairs, discussants, and others who volunteered to make the meeting a success. The 2009 Academy of Marketing Science Conference would not have been possible without this support. Leroy Robinson, Jr., Editor 2009 AMS Developments in Marketing Science ix