Luca Petruzzellis & Russell S. Winer – Rediscovering the Essentiality of Marketing

Description

Rediscovering the Essentiality of Marketing

Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

By: Luca Petruzzellis & Russell S. Winer

Publisher: Springer (2016)

Format: Ebook (PDF)

Description:

This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today’s turbulent marketplace.

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, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Table of contents (193 chapters)

• The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity

  Pages 3-8

  Bambauer-Sachse, Silke (et al.)

• Cross-Language Comparison of the Persuasive Effects of Typeface Shapes: A Conceptual Framework

  Pages 9-10

  Liu, Yi-Fen (et al.)

• Testing the Dual Pathway Model of Ad Persuasion Using Celebrity Endorsers

  Pages 11-12

  Drollinger, Tanya (et al.)

• Antecedents of Attitude Toward SMS Advertising in the UK

  Pages 13-13

  Darabi, Mehran (et al.)

• What Really Drives Creative Choices in an Advertising Agency?

  Pages 15-18

  West, Douglas (et al.)

• Classical Music in Advertising: Brand Supporter or Detractor?

  Pages 19-22

  Chung, Christina (et al.)

• Gender and Similarity: Match or Mismatch—When Is B2B Sales Performance Better?

  Pages 25-29

  Peneklioglu, Ozan (et al.)

• The Effect of Brands in B2B Purchasing Decisions

  Pages 31-41

  Kuhn, Marc (et al.)

• Factors Determining Channel Selection in the German Trades Sector: An Analysis of Power Tool Purchases

  Pages 43-52

  Österle, Benjamin (et al.)

• Value Co-creation in Project Exchange

  Pages 53-54

  Razmdoost, Kamran (et al.)

• Factors Influencing Trust and Commitment in Business to Business Market: A Study on the Distribution Sector of Industrial Supplies

  Pages 55-66

  Linhares, Mariana Regina Silva (et al.)

• Relationship Management Amidst OEM Demands for Supplier Price Cuts: A Cross-Industry Study

  Pages 67-67

  Pisharodi, R. Mohan (et al.)

• Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol

  Pages 71-72

  Bellezza, Silvia (et al.)

• Olympic Games: Does the Host Location Matter?

  Pages 73-74

  Armenakyan, Anahit (et al.)

• Does Decision-Making Speed Depend on Non-interactive Others?

  Pages 75-75

  Inoue, Atsuko (et al.)

• Compensatory Advice Giving: How Experiencing a Need for Control Makes You Advise More

  Pages 77-78

  Peluso, Alessandro M. (et al.)

• The Differential Influence of Advice and Opinions on Word-of-Mouth Recipients’ Behavior

  Pages 79-84

  Angelis, Matteo (et al.)

• The Impact of Reference Group on Purchase Intention: A Case Study in Distinct Types of Shoppers

  Pages 85-85

  Hoonsopon, Danupol (et al.)

• An Exploration of Socially Responsible Music Consumption

  Pages 87-92

  Green, Todd (et al.)

• Product Failure: Severity and Locus of Causality Effects on Brand Evaluations

  Pages 93-93

  Song, Sujin (et al.)

• Neuromarketing: The Effect of Attitudes on the Perception of External Business Communication

  Pages 95-96

  Kovac, Kristina (et al.)

• Exploring Voids and Consumer Addiction

  Pages 97-102

  Chung, Emily (et al.)

• From Ownership to Sharing, Through Barter Communities

  Pages 103-109

  Dalli, Daniele (et al.)

• Brand Addiction: A New Concept for Understanding Consumer Brand Behavior

  Pages 111-111

  Mrad, Mona (et al.)

• Adding New Perspectives to the Zero-Price Effect: The Role of Non-monetary Cost Perceptions

  Pages 113-113

  Hüttel, Björn A. (et al.)

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