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Finding New Ways to Engage and Satisfy Global Customers

Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

Gebonden Engels 2019 9783030025670
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Samenvatting

This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction.
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, complementing the Academy’s flagship journals, the 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.

Specificaties

ISBN13:9783030025670
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer International Publishing
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Chapter 1. Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions.- Chapter 2. Blink: Advertising in a Multi-Media Environment: An Abstract.- Chapter 3. Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract.- Chapter 4. Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract.- Chapter 5. Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract.- Chapter 6. Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract.- Chapter 7. Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing – Examination of Multi-Cultural Perspectives: An Abstract.- Chapter 8. Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses:  An Abstract.- Chapter 9. Co-Production and Social Service Providers’ Performance - Parental Satisfaction with Childcare Markets: An Abstract.- Chapter 10. Connecting with Consumers in Subsistence Marketplaces: An Abstract.- Chapter 11. Advancing Mission-Based Metrics: An Abstract.- Chapter 12. The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract.- Chapter 13. Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions.- Chapter 14. Web Personalization Experience: Value Creation or Value Destruction? An Abstract.- Chapter 15. IoT’s Consumer Acceptance: A New Perspective: An Abstract.- Chapter 16. New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract.- Chapter 17. Improving Targeting by Taking Long-Term Relationships into Account.- Chapter 18. Managing the Bright and Dark Sides of Humorous Response in Service Recovery: An Abstract.- Chapter 19. Do Variety Seekers Rely on Information for Their Food Choice? – The Role of Type of Novelty of Food: An Abstract.- Chapter 20. Meanings and Values in the Purchase of a Brand New Car: Study with Brazilian Customers.- Chapter 21. Measuring Comprehensive Typology of Positioning Strategies: An Abstract.- Chapter 22. Think Twice Before Typing: Does Recall Message Strategy Affect Firm Valuation? An Abstract .- Chapter 23. Value Network Segmentation - A Three Factor Model.- Chapter 24. Sustainable Innovation: An Adaptive Capabilities Approach to Understanding its Antecedents and Consequences: An Abstract.- Chapter 25. Examining the Relationship Between Market Orientation and Service Innovation: Fit as Matching Perspective.- Chapter 26. Effect of Service Firm’s Sustainability Orientation on New Service Development Competence and Performance: An Abstract.- Chapter 27. Unravelling the Challenges and Opportunities of Social Innovation across Market Boundaries through Images of Dress: An Abstract.- Chapter 28. Driving Sustainable Shopping by Utilizing In-Store Smartphone Messaging: A Reexamination of Regulatory Focus Theory: An Abstract.- Chapter 29. Redefining Generational Cohorts Based on Touchpoint Exposure in Italy and Japan: An Abstract.- Chapter 30. How Trust, Knowledge Integration and Team Sensemaking Capability Influence NPD Success: The Mediating Role of Team Members’ Creativity: An Abstract.- Chapter 31. The Impact of Friendship on Entrepreneurial Decision-Making: An Abstract.- Chapter 32. The Impact of Organization Agility, Organization Flexibility, and Environmental Volatility on Radical and Incremental Innovation Performance: An Abstract.- Chapter 33. A Meta-Analytical Review on the Effects of In-Game Advertising on Consumers’ Attitudes: An Abstract.- Chapter 34. Comparing Advertising Effectiveness: Successful versus Attractive Male Spokesperson: An Abstract .- Chapter 35. Misconceptions of Branding Behavior in the Retail Sector - A Delphi Study: An Abstract.- Chapter 36. Investigating Political Brands in Non-Party Political Environments: Post-Electoral Reform in Guernsey: An Abstract.- Chapter 37. How Much Change is Too Much? The Impact of Perceived Technological Change onto Sales Force Technology Acceptance: An Abstract.- Chapter 38. The Role of Mindfulness in Consumers’ Experiences of Food Well-Being: An Abstract.- Chapter 39. Importance of Ethics and Sustainability in the Fashion Industry: An Abstract.- Chapter 40. Understanding the Relationship and Persuasion Mechanisms between Social Media Influencers and their Followers: An Abstract.- Chapter 41. Web Personalization: Experience, Antecedents and Consequences: An Abstract.- Chapter 42. Why do I Follow Fashion Bloggers? Insights from Jordanian Consumers: An Abstract.- Chapter 43. Movie Piracy in Emerging Economies: I Want to be Innovative, and I Know How Explain My Bad Behavior: An Abstract.- Chapter 44. Implications of Consumer Animosity for Marketing Strategy: An Abstract.- Chapter 45. An Abstract: When and How Do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm-Value Creation.- Chapter 46. Social Enterprise Legitimacy in a Hostile Market.- Chapter 47. Corporate Greed and its Effect on Customer Satisfaction, Corporate Social Responsibility and Corporate Reputation among Customers: An Abstract.- Chapter 48. Fusing Complex Big Data Sets to Understand Consumer’s Online Relationships that Create In-Store Retail Bonding: An Abstract.- Chapter 49. Consumer Pleasure or Guilt: Luxury Fashion Brand Addiction and Social Media Marketing: An Abstract.- Chapter 50. Building Relationships through Stimulating Brand Experiences: The Role of Self-Expansion, Brand Identification, and Self-Esteem..- Chapter 51. Micro-Blog Marketing of Luxury Consumption - The Role of Micro-Blog Contents and Envy in Purchase Intention: An Abstract.- Chapter 52. Limited-Quantity Scarcity Messages for Luxury Brands: Consider Customers in Cognitive and Emotional Consumption: An Abstract.- Chapter 53. I or We - The Persuasive Effects of Typeface Shapes: An Abstract.- Chapter 54. Participatory Impact Assessments from a Relationship Marketing Perspective: How to Balance Latent and Manifest Consulting Functions?.- Chapter 55. “The Others”: The Cultural and Consumer Profile of Expatriates: An Abstract.- Chapter 56. Influencing Customer Experience by Activating Relationship Norms.- Chapter 57. Trade Fairs, Trade Shows and Exhibitions: A Literature Review: An Abstract.- Chapter 58. Conceptualising & Operationalising Respect in Consumer-Brand Relationships: An Abstract.- Chapter 59. Construing Loyalty through Perceived Quality and Brand Identification: The Mediating Role of Brand Trust and Brand Relationship Closeness: An Abstract.- Chapter 60. Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation.- Chapter 61. Eye-Tracking Research Special Session (Part 1): How to influence in-store buying decisions? An Abstract.- Chapter 62. Visual Attention in Virtual Reality Settings: An Abstract.- Chapter 63. Antecedents and Consequents of the Anchoring Effect in Store Brand vs. National Brand Context: An Abstract.- Chapter 64. Enhancing Brand Commitment through Social Responsibility Associations: A Two-Path Moderated Model.- Chapter 65. Creating My Own Story: Maximizers, A Different Route to Information Evaluation: An Abstract.- Chapter 66. First Impressions: The Impact of Graphic Syllabi on Student Attitudes: An Abstract.- Chapter 67. The Consequences of Consumer Ethnocentrism upon Product Perceptions within Emerging Markets: The Case of Mexico: An Abstract.- Chapter 68. Acculturation of Indian Immigrants to the United States - Technology as a Coping Mechanism:  An Abstract.- Chapter 69. Traditionscapes in Emerging Markets: An Abstract.- Chapter 70. New Perspectives on Justifying Customer Citizenship: An Abstract.- Chapter 71. An Abstract: Mission Statements as Marketing Messages: A Comparative Content Analysis.- Chapter 72. An Abstract: Intuitive versus Analytical Delight: How Customers Process Delightful Consumption Experiences.- Chapter 73. Marketing Strategy Implications of Employee Brand Engagement: Optimism and Commonality: An Abstract.- Chapter 74. Agency Theory in Marketing: An Abstract.- Chapter 75. A Model of Post-Installation Seller-Buyer Interactions in Technology-Based Industrial Markets: An Abstract.- Chapter 76. The Institutional Pressures in the Post-Adoption Use of Social Media: An Abstract.- Chapter 77. Customer Participation in New Product Development: The Crucial Role of a Firm's Absorptive Capacity: An Abstract.- Chapter 78. Influences of User Experience on Consumer Perception: A Study on “Autonomous Driving”.- Chapter 79. Don’t Confuse Me! The Effect of Self-Construal on the Relationship between Context Visual Complexity and Enjoyment.- Chapter 80. Shopper’s Experience of Digital Mall Signage as Atmospheric Stimuli: An Abstract .- Chapter 81. Special Session: Putting Knowledge into Action: An Abstract about Implementing Project-Based Learning Across Marketing Courses and University Campuses.- Chapter 82. What am I Going to Eat Here? Food Tensions of Immigrants in a Cosmopolitan City.- Chapter 83. Consumers Who Collaborate with the Firm, but Against Each Other: An Abstract.- Chapter 84. A Comparison of Organizational Sustainability Initiatives through Time in Public and Private Sectors: An Abstract.- Chapter 85. Brand Equity, Country of Origin Effect and Internationalization: An Abstract.- Chapter 86. Beyond Country-of-Origin: An Empirical Study on the Factors that affect American Consumers’ Attitude and Purchasing Intentions: An Abstract.- Chapter 87. Special Session: Measurement Invariance and Innovation in Cross-Cultural Research: Revisiting Validity in an Interconnected World: An Abstract.- Chapter 88. French Households and Fish Consumption: What Characterizes Households that Should be Targeted to Increase Fish Consumption: An Abstract.- Chapter 89. Destination Image Change in Tourist Subgroups: Evidence from Uzbekistan: An Anstract.- Chapter 90. Consumer Ability to Determine Actual Quality and Level of Education: An Abstract.- Chapter 91. Can Anyone Write a Survey? Coping with the Digital Disruption of the Marketing Research Industry in the Classroom: An Abstract.- Chapter 92. Investigating Corporate Brand Values in Higher Education: An Abstract.- Chapter 93. A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study: An Abstract.- Chapter 94. Insights into the Relationship between Entrepreneurial Orientation and Performance: Evidence from Brazil: An Abstract.- Chapter 95. Ecotourism Perspective: The Case of Armenia: An Abstract.- Chapter 96. A Meta-Approach to Assessing Research Methodologies in Bottom of the Pyramid Markets: An Abstract.- Chapter 97. The Benefits of Unrelated Brand Corporate Social Responsibility: An Abstract.- Chapter 98. Targeted Dysfunctionality: A Systematic Review and Conceptualization: An Abstract.- Chapter 99. An Application of Co-Production Concept to the U.S. Legal System: Lessons from Marketing: An Abstract.- Chapter 100. Exploring the Customer Satisfaction-Store Loyalty Relationship during an Economic Crisis: An Abstract.- Chapter 101. How Can Stimuli and Emotions Help Increase Brand Advocacy.- Chapter 102. Shopping Behavior Influences on Perceived Value and Store Satisfaction: An Abstract.- Chapter 103. Ethical Sales Leadership and Salesperson Performance: The Intervening Influence of Worthiness of Being Followed: An Abstract.- Chapter 104. Bias in the Hiring Process of Professional Sales People: The Effects of Gender, Ethnicity and Religion.- Chapter 105. The Customer Compromise & ComproScore: Toward a New Concept and Metric to Assess Customer Satisfaction, Buying Process, and Loyalty: An Abstract.- Chapter 106. Are Loyalty Programs Shams? A Study Assessing How Loyalty Programs can Create Loyalty to the Company Rather than to the Program: An Abstract.- Chapter 107. Customer Responses to the Point Management Strategy in the Occurrence of Customer Demotion: An Abstract.- Chapter 108. How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes: An Abstract.- Chapter 109. Decoding Archetypal Images of Motherhood in Magazine Advertisements .- Chapter 110. Do As I Say (Because I’m Similar to You): Gender Similarity, Message Framing, and the Decision to Save for Retirement: An Abstract.- Chapter 111. How Gender Identity Affects Consumer Behavior: Overview and Future Research: An Abstract.- Chapter 112. Emotional Aspects of Marketing: Theory and Methods: An Abstract.- Chapter 113. Attraction and Compromise Effects in Choice-Based Conjoint Analysis: No-Choice Options as a Remedy: An Abstract.- Chapter 114. Eye-Tracking Research Special Session (Part 2): How to Design Attention-Grabbing Communications? An Abstract.- Chapter 115. Does Social Media Communication Style Influence Online Consumer Experience and Behavior?: An Abstract.- Chapter 116. An Empirical Investigation of the Antecedents of Product Innovation Strategy and New Product Performance in Export Ventures: An Abstract.- Chapter 117. Patterns of Competition in Emerging Industries from the Automobile to the Personal Computer: An Abstract.- Chapter 118. A Practice-Based Exploration of Individual Philanthropy in Contemporary Arts and Crafts: An Abstract.- Chapter 119. The Impact of Past Deeds on Prosocial Behaviors: The Case of Charitable Giving: An Abstract.- Chapter 120. An Abstract: From Thinking Green to Planned Green Purchasing Behaviors: A Cross-National Study of American and Korean Millennials.- Chapter 121. Abetting or Thwarting: The Mediating Role of Subjective Enablers and Constraints in the Pro-Environmental Attitude-Behavior Relationship: An Abstract.- Chapter 122. Special Session: An Abstract on Consumer Interactions with Automated Technologies.- Chapter 123. The Relationship of Market-Oriented Culture, Internal-Market Orientation, Service Climate and Customer-Oriented Service Behavior: Cross-Cultural Study of F&B Industry in Taiwan, China and the United States: An Abstract.- Chapter 124. Creating Customer Value Through Multichannel Service Delivery: A Study of the French Insurance Market: An Abstract.- Chapter 125. Do University Choices Affect CEO Turnover and Company Performance?.- Chapter 126. How can a Brand Successfully Extend in a Premium Market When Collaborating with a High-End Retailer? An Abstract.- Chapter 127. Evaluating Managerial Drivers and Barriers to the Implementation of In-Store Technology in Fashion Retailing: An Abstract.- Chapter 128. Fashion Brand and Retailer Collaborations: An Effective Strategy to Favorably Change Consumers’ Brand Evaluations: An Abstract.- Chapter 129. University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstrac.- Chapter 130. Financial Brand Valuation: A Semiotic Approach to Link Marketing and Finance.- Chapter 131. Special Session: An Abstract on “Marketing Techniques to Assist Public Sectors in Engaging Customers to Meet Societal and Individual Disasters Crisis Need and Beyond"".- Chapter 132. G2G Marketing from Crisis to Resolution: Marketing for When the Government Must Target the Government: An Abstract.- Chapter 133. Rapid Assessment of Customer Marketplace in Disaster Settings through Machine Learning, Geospatial Information and Social Media Text Mining: An Abstract.- Chapter 134. Faith in God versus Faith in Wealth - Belief in a Higher Spiritual Power as a Determiner of Quality of Financial Life: An Abstract.- Chapter 135. Online Gaming and Maladaptive Behavior: An Abstract.- Chapter 136. How Important is the “Time Horizon”? – An Investigation of Financial Well-Being: An Abstract.- Chapter 137. Leveraging a Sustainable Supply Chain Orientation in Marketing Communication.- Chapter 138. Consumers’ Attitude and Intention to Purchase toward Bio-Based Products: An Abstract.- Chapter 139. The Role for Academics to Play in Advancing Sustainability Integration in Marketing Education and Research: An Abstract.- Chapter 140. Toward Adolescents' Digital Identity Profiles: A Comparison Between Quantitative and Qualitative Analysi.- Chapter 141. Investigating the Tech Savvy Consumer: An Abstract.- Chapter 142. The Cognitive Structure of Online Brand Choice: An Exploratory Study.- Chapter 143. Do Consumers’ Ethical Judgments Matter for Purchase Intentions in Online Gray Markets? The Mediating Role of Trust: An Abstract.- Chapter 144. Cheap vs. Substantive CSR Talk Among Global Retailers: An Abstract.- Chapter 145. The Influence of Internal CSR Initiatives on the Organizational Citizenship Behaviors of Employees: An Abstract.- Chapter 146. Accommodation Market Labels and Customers Reviews: An Abstract.- Chapter 147. What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract.- Chapter 148. Antecedents of Consumer Ethical Decision-Making: A Multidimensional Analysis of Emotions, Moral Intensity, Moral Philosophies, Personal Norms and Intrinsic Religiosity.- Chapter 149. The Relationship between Worldview and Moral Recognition in Business: Examining Patterns of Ethical Acceptability: An Abstract.- Chapter 150. Is There Room for Socially Oriented Anti-Consumption? Conceptualization and Questions for the Development of the Field: An Abstract.- Chapter 151. Incongruity Between Judgment and Action in Business Student Ethics: Multinational Research: An Abstract.- Chapter 152. Crowdfunding Practices for Social Projects: An Experiment of Co-Creation.- Chapter 153. Mission-Based/Non-Financial Performance Metrics for Nonprofit Organizations: Policy and Practice: An Abstract.- Chapter 154. Responsible Consumption during Crisis: Consumer Impulsiveness and Purchase Behaviour in Emerging Markets: An Abstract.- Chapter 155. Evaluating Customer Special Requests.- Chapter 156. Managing Customer-To-Customer Interaction in Group Service Encounters: An Abstract.- Chapter 157. Ambient Scent’s Effects in Sensory Service Marketing: An Abstract.- Chapter 158. Suitability of Green Dwellings as Residential Options in Times of Recession: The Role of Perceived Value, Benefits and Barriers.- Chapter 159. An Assessment of the Relationships between Attitudes toward Patriotism, Environmentalism, and the Purchase of Organic Apparel in U.S. Consumers: An Abstract.- Chapter 160. Communal Narcissists ‘Go Green’ to Enhance their Social Status: An Abstract.- Chapter 161. “Sharing Is Caring”: About Personal Values Driving Environmentally Friendly Behavior.- Chapter 162. Simplified Nutritional Labels Reduce Calorie of Purchases in a Cafeteria: An Abstract.- Chapter 163. When Indulgence Gets the Best of You: The Unexpected Consequences of Prepayment: An Abstract.- Chapter 164. Does Satisfaction Mediate the Relationship Between Quality Constructs in Ongoing Supplier Relationships? An Abstract.- Chapter 165. An Approach on Place Attachment, Involvement and Behavioural Intentions in Iberian Marketing Contexts: The Case of Galicia-North Portugal Euroregion: An Abstract.- Chapter 166. Increasing Awareness and Reputation of MERCK S.A. Portugal through Employee Advocacy.- Chapter 167. Sustainability Marketing Strategies: How Self-Efficacy and Controllability can Stimulate Pro-Environmental Behaviors for Individuals: An Abstract.- Chapter 168. Relevance of Digital Marketing Skills for Marketers: An Abstract.- Chapter 169. Towards an Understanding of the Antecedents of E-Marketing Orientation: The Role of the Fit.- Chapter 170. Inter-Firm Trust between Emerging Markets: Chinese Firms in Africa: An Abstract.- Chapter 171. Sub-Saharan African Culture and Entrepreneurial Activities: A Ghanaian Perspective: An Abstract.- Chapter 172. The Making of the Zou Chuqu Strategy at the Marketing Level: An Abstract.- Chapter 173. The Effect of Narrative Believability on Persuasiveness and Purchase Intention: An Abstract.- Chapter 174. When Social Networks Express Concerns about Information Privacy: Users’ Perception, Attitudes and Trust: An Abstract.- Chapter 175. Developing Trust Among Chinese Social Media Users Through Experience: An Abstract.- Chapter 176. Market Turbulence as Moderator between Customer Orientation and Firm Performance: An Abstract.- Chapter 177. The Differences between Internationalization of SMEs with Brand Names and those without Brand Names: An Abstract.- Chapter 178. Understanding Involvement of Luxury Gift Givers: An Abstract.- Chapter 179. Sustainable Luxury: The Effect of Luxury Consumption Motivations on Corporate Social Responsibility Strategies: An Abstract.- Chapter 180. Social Media Engagement with Luxury Brands: An Exploratory Study: An Abstract.- Chapter 181. Face-Saving, Materialistic, and Ethical Values as Related to Chinese Consumers’ Attitudes of Counterfeit Fashion Goods: An Abstract.- Chapter 182. The Role of the Mexican Executive Women: The Impact of Personal Branding and the Influence of the Erotic Capital as a Secondary Brand Association: An Abstract.- Chapter 183. Activating Multiple Facets of the Self: How Self-Concept and Brand Personality Can Influence Self-Brand Connections: An Abstract .- Chapter 184. The Underdog Effect in the Context of Brand Management: An Abstract.- Chapter 185. Special Session: Cultural Identity and Adaptation in Global Marketplaces: Methodological, Conceptual, and Empirical Insights: An Abstract.- Chapter 186. Brand Emotions: Establishing the Emotional Lexicon in Failed Consumer Relationships: An Abstract.- Chapter 187. Shopping Therapy? Entertainment and Social Interaction’s Role in Shopping Satisfaction: An Abstract.- Chapter 188. Fear of Crime, Consumption and Culture: An Abstract.- Chapter 189. Conceptual Model of Destination Branding: An Integrative Approach.- Chapter 190. Segmenting Visitors to New Zealand: An Activity Based Typology: An Abstract.- Chapter 191. An Abstract: Does Communicating Destination Safety Matter?.- Chapter 192. Country of Origin Ecological Image: Dimensions of the Construct and their Impacts on Consumers’ Evaluation of Eco-Products: An Abstract.- Chapter 193. When Innovative Ways of Reducing Food Waste Meet Eating Culture in University Canteens: An Abstract.- Chapter 194. The Impact of Deployment of Armed Soldiers in the City of Jerusalem on Fear of Tourists.- Chapter 195. How do Interpersonal Factors Influence the B2B Relationship Quality? An Abstract.- Chapter 196. OEM Pressure to Innovate and Buyer-Supplier Relationship: An Abstract.- Chapter 197. Customer Trustworthiness on Supplier Long-Term Orientation in Supplier-Customer Relationships: An Abstract.- Chapter 198. A Meta-Analysis of Power in Buyer-Seller Relationships: An Abstract.- Chapter 199. Online Brand Communities: When Consumers are Negatively Engaged.- Chapter 200. Understanding Software Developers’ Coping Responses to Negative Online Reviews: An Abstract.- Chapter 201.  Intervening Failure Attribution Perceptions and NWOM with Online Service Recovery Actions: An Abstract.- Chapter 202. Market Orientation and Poverty Reduction: A Study of Rural Small Businesses in Ghana: An Abstract.- Chapter 203. Turkish Manufacturing Firms’ Export Market Orientation, Marketing Capabilities and Export Performance: An Abstract.- Chapter 204. Stimulating Decision Making Behavior and International Marketing Performance: An Abstract.- Chapter 205. Factors Affecting Attitude and Purchase Intention towards Gray Market Goods.- Chapter 206. Antecedents of Export Performance: The Role of Institutional and Resource-Based Factors: An Abstract.- Chapter 207. Consumer Perception in the Probability of Buying Luxury Brands: An Abstract.- Chapter 208. Cobranding Between Fast Fashion Brands and Luxury Brands: A Case Study Approach.- Chapter 209. Perceptual Discrepancies between Purchasers and Non-Purchasers of Mass Customized Fashion Products: Lessons Learned from a US Generation Z Consumer Perspective: An Abstract.- Chapter 210. Employer Brand Love: The Key for Attracting and Retaining Talent: An Abstract.- Chapter 211. The Dynamic Nature of Brand Experiences.- Chapter 212. How do Emotions Influence Brand Attachment? The Mediation Role of Brand Authenticity: An Abstract.- Chapter 213. Special Session: Understanding the Customer Experience: An Abstract.- Chapter 214. How does the Difficulty of Recalling Past Experiences Influence Consumption Desire? An Abstract.- Chapter 215. Customer Experience Posting an Online Review and eWom Intent: An Abstract.- Chapter 216. Homo-Sapiens Visiting Museums: How Evolution Shapes Aesthetic Experiences: An Abstract.- Chapter 217. Understanding the Flat Sharing Experience: Spatial Ambivalence of the Collaborative Consumption: An Abstract.- Chapter 218. Even You Wrong Me, I May Still Like You: Consumer Dishonesty In Case of Feeling Befooled.- Chapter 219. Place Attachment in a Post-Earthquake Scenario – Some Preliminary Findings: An Abstract.- Chapter 220. Business Attire Fashion or Appropriateness, What Should Marketers Emphasize?: An Abstract.- Chapter 221. Live Music and Consumers' Attitudes: An Abstract.- Chapter 222. Monitoring the Experiencial Content of a Touristic Service: An Abstract.- Chapter 223. The Effect of Product Knowledge on the Relational Importance of the Product Attributes of Wine: An Abstract.- Chapter 224. A Dual-Process Perspective of Consumer Responses in Virtual Service Environments: An Abstract.- Chapter 225. Toward a Valenced Model for Fit in Cause-Related Marketing: An Abstract.- Chapter 226. The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns: An Abstract.- Chapter 227. Examining Sales Promotion Theory in a Cause-Related Marketing Setting: An Abstract.- Chapter 228. A Comparison of the Histories of the Development of Incremental and Radical Innovations: A View from Pharma-Biotech: An Abstract.- Chapter 229. Implicit Self-Theories for the Effects of Envy Types on Unique Product Choice: An Abstract.- Chapter 230. The Role of Lean Innovation Capability in Resource-Limited Innovation: Concept, Measurement, and Consequences: An Abstract.- Chapter 231. The Impact of Opportunism and Conflict on Non-Economic and Economic Satisfaction in Business Relationships: An Abstract.- Chapter 232. Interactions with Existing and Potential Customers: The Role of Physical and Virtual Trade Fairs: An Abstract.- Chapter 233. Patients’ Adoption of E-Consultation: The Role of Perceived Usefulness, Perceived Ease of Use, Trust, and Risk Aversion: An Abstract.- Chapter 234. Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract.- Chapter 235. Restraint on Black Friday: An Investigation into Consumer Motivations for Participating in “Buy Nothing Day”: An Abstract.- Chapter 236. Multi-Cultural Marketing Campaigns: Reaching the U.S. Hispanic Market on Digital Media: An Abstract.- Chapter 237. A Cross Cultural Exploration of Resource Misuse and Value (Co) destruction: An abstract .- Chapter 238. A Framework on the Impact of Protectionist Discourse on Cross-Border Consumption. Is Trump to be Blamed? An Abstract.- Chapter 239. I am Open to Eat What is in Front of Me in the Host Country: A Comprehension of Expatriates’ Acculturation: An Abstract.- Chapter 240. Understanding Collaborative Consumption: A Three Country Study: An Abstract.- Chapter 241. Sex-Appealing Clothing: Attitudes and Preferences of Young Women in their Ovulation Cycle: An Abstract.- Chapter 242. Decoding Typicality in Apparel Products: An Abstract.- Chapter 243. An Exploration of the Combined Impact of Ethical Climate and Work Locus of Control on Job Performance and Turnover Intentions: An Abstract.- Chapter 244. How Workplace Isolation Impacts Performance: An Abstract.- Chapter 245. CSR and Sales Performance: Examining Mediating and Moderating Processes: An Abstract.- Chapter 246. Special Session - Brands Through our Senses: An Abstract.- Chapter 247. Branding Places: Developing a Sensorial Brand Identity Model: An Abstract.- Chapter 248. Store Atmospherics: An Abstract.- Chapter 249. Discussing Recent Research on Sensory Communication in Marketing: An Abstract.- Chapter 250. Enhancing Sensory Branding in Luxury through Visual Design: An Abstract.- Chapter 251. Smartphones Uses to Discover a Touristic Destination and its Consequences on Tourism Experience: An Abstract.- Chapter 252. The Effects of Customer-Based Online Reputation on WOM and WPP: The Mediating Role of BRQ: An Abstract.- Chapter 253. An Exploratory Study on Children´s Word-of-Mouth Communication.- Chapter 254. How to reach Early Adopters? An Empirical Analysis of Early Adopters’ Internet Usage Behavior: An Abstract.- Chapter 255. Investigating the Dual Role of Price on Consumers’ Purchase Intentions of Hedonic versus Utilitarian Products: An Abstract.- Chapter 256. The Pricier the Merrier: How the Law of Demand Informs Value-Based Pricing: An Abstract.- Chapter 257. Precision of Gains and Losses Affect Seller Credibility and Product Perceptions: An Abstract.- Chapter 258. Communicating Social Price Reasons Does Not Always Benefits a Firm: Role of Individualism on Socially-Related Price Increase Justification: An Abstract.- Chapter 259. For Me, My Parents Come First: Role and Religious Identity in Consumer Bank Choice in Pakistan: An Abstract.- Chapter 260. Cross-Cultural Validation of the Moral Spectrum of Corporate Sustainability from Perfect to Imperfect Duty: An Abstract.- Chapter 261. The Relationship between Trustworthiness, Satisfaction and Loyalty: Study on Insurance Market.- Chapter 262. Comparing Sustainability Initiatives in Private and Public Health Care Sectors: An Abstract.- Chapter 263. Nostalgia’s Restorative Role at Times of Brand Crisis: An Abstract.- Chapter 264. Time versus Money: The Role of Perceived Effort in the Formation of Consumer Motive Attributions: An Abstract.- Chapter 265. Customer Engagement on Facebook: A Classification of Brand Fans: An Abstract.- Chapter 266. Antecedents and Consequences of Consumers’ Online Brand-Related Activities (COBRAs) on Social Networking Sites: An Abstract.- Chapter 267. Member Lock-In and Knowledge Break-Out in SNS Groups: Integrating the “Pull-In,” “Push-Back,” and “Mooring” Effects: An Abstract.- Chapter 268. Retailing in the Digital Age: Surviving Mobile App Failure: An Abstract.- Chapter 269. Multi-User Virtual Reality Technology as Means to Engage Global Consumers: An Abstract.- Chapter 270. Customer Engagement in Social Network Brand Communities: Drivers and Impact on Brand Loyalty.

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        Finding New Ways to Engage and Satisfy Global Customers