Program for Friday, July 10th: Talk View

PROGRAM FOR FRIDAY, JULY 10TH: TALK VIEW

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View: with abstracts session overview

8:00

8:30

9:00

9:30

10:00

10:30

11:00

11:30

12:00

12:30

13:00

13:30

14:00

14:30

15:00

15:30

16:00

16:30

17:00

17:30

18:00

18:30

19:00

19:30

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22:00

08:00-17:00 Registration

08:30-09:00

Market Orientation in the Era of Artificial Intelligence: Advancing Hunt’s Partial Formalization of Market Orientation

Magda Marchowska-Raza, Ellis Chefor

09:00-09:30

Interoperable Revenue Governance: Governing Revenue Operations and Marketing Work in AI-Enabled Revenue

Joel Le Bon

09:30-10:00

Toward a Theory of Marketing Work: Roles, Skills, and Structures in an Age of Intelligent

Holger J. Schmidt, Carsten Baumgarth

08:30-09:00

The Impact of Anthropomorphic Virtual Agents on Online Consumer Behavior

Silvia Zaharia, Jens Kröll

09:00-09:30

Man vs. Machine: How Fear of Judgment Shapes our Willingness to Self-Gift

Li Keng Cheng

09:30-10:00

Beyond Trust: A Moderated Mediation Model of Personalization, Well-Being, and User Intention in Smart City Service

Sinu Thirukketheeswaran, Abira Suthakaran

08:30-09:00

Indicators of Service Provider Performance in B2B

Svensson, Høgevold, Rodriguez, Otero-Neira, Liang Guan, Ke-Lin

09:00-09:30

Does Advertising Spending Disclosure Enhance Marketing’s Stature and Performance?

Miriam Guenther, Peter Guenther, Neil A. Morgan, Luciano Lapa

09:30-10:00

Backward Channel Decentralization vs. Integration: Roles of Market Coverage and Emission Abatement under

Suzhen Liang, Adilson Borges, Junsong Bian

08:30-09:00

Beyond Country of Origin and Brand Prominence: The Dominant Role of Consumer Xenocentrism in Purchase

Hadis Mohammadzadeh, José I. Rojas Méndez

09:00-09:30

Unpacking Emotions in SME Internationalisation: Toward a Multilevel Theoretical Framework and Research

Michael Christofi, Solon Magrizos, Katerina Kampouri, Minas Kastanakis

09:30-10:00

Balancing Intuition and Analytics: Cross-Cultural and Gendered Dynamics of Decision-Making in Marketing

Andreas Zehetner, Christopher Kanitz, Monica Khanna

08:30-09:00

Online Shopping Cart Abandonment among Impulse Buyers: Hedonic Adding to Cart and the Role of Psychological Ownership and

Indre Pikturniene, Mindaugas Degutis

09:00-09:30

Confused but in a Hurry: How Perceived Scarcity Modifies the Path from Confusion to Purchase Delay during

Maali Benhissi

09:30-10:00

Experiential Complexity Influences Consumer Ratings through Decreased Usability and Increased Production Cost

Davide Orazi, Stephan Ludwig, Dennis Herhausen, Jennifer Argo

08:30-09:00

Secondhand Branded Clothing P2P Marketplaces in Philippines: An Analysis of Factors Influencing Consumers’ Attitudes and Purchase

Allen Dawn Jorda, Li-Wei Mai, Charles Chi Cui

09:00-09:30

The Impact of Social Media Influencers on Fashion Brand Loyalty: A Study of South African Consumers Aged 18 to

Siphiwe Dlamini, Jamie Elliott, Kayla Budge, Nkosivile Madinga

09:30-10:00

Integrating Live-Streaming Dimensions into the E-Servicescape Framework of Online Retailing

Bamini Kpd Balakrishnan, Teng Xi

08:30-09:00

Gender, Legitimacy, and Trust in GenAI-Assisted Learning

Erik Kostelijk, Alexandra Benitez Burgos, Giulia Pavone

09:00-09:30

Students’ Perceptions of Customized GenAI Tutors in Hybrid and AI-Driven Learning Contexts

Giulia Pavone

09:30-10:00

Designing Impact: Advancing Student Development and Global Competence through Short-Term Study

Berrin Guner

10:00-10:30 Refreshment Break

10:30-11:00

Connecting the Marketing Community: AMS Social Media Activities and Emerging Initiatives

Philipp Brüggemann, Shuang Wu, Jasmine Parajuli

10:30-11:00

Investigating the Impact of Augmentation Quality and Perceived Control on Online Purchase Intention: Results from an Experimental Study in Augmented Reality

Zineb Lazrek, Chakib Hamadi

11:00-11:30

Augmenting the Plate: Exploring Opportunities and Challenges of Augmented Reality in the Food

Gaukhar Chekembayeva

11:30-12:00

A Human-Centric Means-End Chain Approach to Understand Augmented Reality Try-on Experiences

Rupali Anand Shirsat, Dinesh Sharma, Arti D. Kalro

12:00-12:30

Luxury Beyond Reality: Experimental Examination of Immersive Engagement and NFT Purchase Decisions

Bouchra Oukhayi, Vikas Arya

10:30-11:00

Continued B2B Relationships with Digital Platforms: Is Trust no Longer Necessary?

Francesca Magno, Fabio Cassia, Christian M. Ringle

11:00-11:30

Data-Driven Value Capture in Digital Ecosystems: Systematic Literature Review

Alexander Hedlund, Jeandri Robertson, Caitlin Ferreira

11:30-12:00

Digital Platform Capability and Firm Performance: The Roles of Innovation Ambidexterity, Digital Servitization and Environmental

Tai Anh Kieu

10:30-11:00

The Role of Cultural Masculinity in Shaping Perceptions of Virtual vs. Human Influencers: Credibility, Authenticity and Purchase

Yiyuan Ying, Vytautas Dikčius

11:00-11:30

Marketing and Neo-Mercantilism: A Plea for Free Trade and Creative Marketing

Gianfranco Walsh, Klaus-Peter Wiedmann

11:30-12:00

Technology-Mediated Customer Relationships: The Role of Perceived Technology and Humanization in Customer Satisfaction across

Larissa Luz Raposo, Marcelo Luiz Dias da Silva Gabriel

10:30-11:00

Nudging Electronic Health Record Implementation: How Opt-out Policy Impact Users’ Adoption in the French

Nora Bezaz, Emna Cherif

11:00-11:30

Wellbeing-oriented Servicescape: Examining Characteristics of Service Environments as Perceived Resources for Customer

Sunil Sahadev, Xia Zhu

11:30-12:00

Quality of Public Service in Granting the Salary Bonus in Brazil: Digital Government Service

Flávio Brambilla, Janaína Snel, Vilmar Tondolo, Bruno Ferreira

10:30-11:00

Barriers to Omnichannel Integration in Franchise Networks

Nabil Ghantous, Sophie Jeanpert, Damien Chaney

11:00-11:30

Development of a Hierarchical Model and Measurement Scale of Mobile Service Quality

Christian Brock, Markus Blut, Nancy Wuenderlich, Christopher Kaatz

11:30-12:00

How do Consumers React to Individual and Group Problems after “Ignored” Forewarnings during Joint

Clemens Hutzinger, Wolfgang Weitzl, Tina Torggler

10:30-11:00

From Buying to Learning: Reflections on Digital Consumer Behavior in the MBA Classroom

Claudia Quintanilla, Alicia de la Pena

11:00-11:30

Integrating Blockchain into Supply Chain Management Education: A Pedagogical Model and Implications

Anshu Saran, Parvinder Pal Singh, Gurdeep Singh Raina, Morris Kalliny

11:30-12:00

A Cross-Country Investigation of Student Readiness and Willingness to Engage in Virtual Study Tours

Gunness, Ouschan, Napoli, Baboo, Holmes, Caspersz, Von Solms, Bahadur, Ng'Ambi

12:00-13:30 Lunch

13:30-14:00

The Cost of Idealization: How Ideal Self Avatars Increase Sexualised Item Selection and Distort Purchase

Charlotte Roy, Olivia Petit, Ana Javornik, Luk Warlop

14:00-14:30

Understanding Advertising Constituents in the Metaverse: A Systematic Literature Review

Aurelija Šilinskaitė

14:30-15:00

The Role of Smell and Memory in VR

Kirsten Cowan, Seth Ketron, Priscilla Pena, Anupama Bharadwaj

13:30-14:00

Conceptualizing B2B SMEs Digitalization

Justina Setkute, Nektarios Tzempelikos

14:00-14:30

Cognitive and Organisational Antecedents of Industry 4.0 Technologies Adoption in SME Marketing

Evelina Blazinauskyte, Ramunas Casas

14:30-15:00

The Digitalization of Customer Reacquisition in B2B: A Framework from Sales Practice

Rocio Rodriguez, Göran Svensson, Ismael Delgado

13:30-14:00

Navigating Uncertainty in Times of Conflict: Consumer Intentions toward Durable Goods in Ukraine

Madeleine Neumann, Sarah Selinka, Vanessa Reit, Yuliia Pashchenko, Marc Kuhn

14:00-14:30

Social and Digital Media as an Employee Problem: A Cross-Cultural Investigation

Gianfranco Walsh, Christopher Funke, Caroline Rothert-Schnell, Ikuo Takahashi

14:30-15:00

Consumption Values in Shaping Consumer Purchase Intentions toward Alternative Proteins

Aušra Rūtelionė, Aistė Čapienė, Muhammad Yaseen Bhutto, Rita Markauskaitė

13:30-14:00

Service Over Self: A Dyadic Perspective on Customer Stewardship Control in Frontline Service

Baljeet Singh, Rashid Mushtaq, Sivakumaran Bharadhwaj

14:00-14:30

When Space Becomes Luxury: Human Density and Satisfaction in Premium Services

Annalisa Fraccaro, Béatrice Parguel, Anastasia Stathopoulou

14:30-15:00

Dispositional Drivers of Engagement with Online Apparel Stores: Trust or Reciprocity Anxiety?

Neda Letukytė-Pinto

13:30-14:00

The Relationship between CRM Capabilities and Sustainable Competitive Advantage in Retailing: The Moderating Role of

Sharnѐ Motala, Emmanuel Quaye, Russell Abratt

14:00-14:30

From Touchpoints to Adaptive Seamlessness: Rethinking Omnichannel Experience in the Age of AI

Natasha Bojorges Moctezuma

14:30-15:00

Designing for Identity: The Role of Website Aesthetics and Tactile Interaction in Shaping Online Consumer

Jussara Cucato, Flavio Santino Bizarrias, Vivian Strehlau, Zoran Krupka

15:00-15:30

Servant or Partner? How Service-Robot Role and Spatial Context Affect Instrumental Customer Experience and

Diane Detry, Ingrid Poncin, Marion Garnier

13:30-14:00

Beyond Profit: A Strategic Framework for Brand-Conscious Marketing

Poh-Lin Yeoh

14:00-14:30

B2B Co-creational Sustainability and Corporate Brand Identity

Nebojsa Davcik, Stefan Markovic, Milena Micevski, Oliver Egstrand

14:30-15:00

Researching Associative Communications in Consciousness Washing

T. Bettina Cornwell

15:00-15:30

A Virtuous Cycle in B2B Markets: The Reciprocal Relationship between Branding and Sustainability

B. Österle, C. Hübscher, M. Lay, S. Hensel-Börner, J. Henseler

13:30-14:00

The Effects of Platform Differentiation and Product Multihoming on External New Product Development for Two-Sided

Peijian Song, Gregory Fisher

14:00-14:30

The Digitalization–Servitization Nexus in Small Retailers: Roles of Entrepreneurial Orientation, Entrepreneurial Competence, and Innovation

Tai Anh Kieu

14:30-15:00

Startup Decision Making using Artificial Intelligence

Antonio Hyder

15:00-15:30 Refreshment Break

15:30-16:00

Can Seeing your Meal Virtually Make you Waste Less? Exploring AR-Enhanced Dining Experiences for

Ghita Zaher, Eline Jongmans, Maud Dampérat

16:00-16:30

Try before you Buy: An Experimental Study on the Adoption Behaviour of Shoppers in Virtual Fitting

Mohamed Jasim, Mustafeed Zaman, Nebojsa Davcik

16:30-17:00

I can Show you the World: An Exploratory Study of 360° Videos Perception in Tourism

Nikolay Slivkin, Daria Plotkina

15:30-16:00

Luxury Transmission in the Feminine: An Exploration through the Collage Technique

Morgane Noirot, Aurélie Kessous

16:00-16:30

Brand Architecture and Financial Performance in Global Luxury Conglomerates

Andressa Schneider, Suzane Strehlau

16:30-17:00

Dehumanizing Luxury: How Artificial Intelligence Reduces Guest Engagement in Luxury Hospitality

Ana Rita Gonçalves, Raquel Reis Soares

17:00-17:30

Artification and Brand-Museum: Strategic Cultural Engagement

Suzane Strehlau

15:30-16:00

Lights, Camera, Backlash? The Double-Edged Sword of Service Provider Media Exposure

Verdiana Giannetti, Anastasia Nanni, Serena Pugliese, Aulona Ulqinaku

16:00-16:30

Unpacking the Sequential Dynamics of Budget Performance, Sales Effectiveness, and Satisfaction in B2B Services: A Model

Göran Svensson, Nils Høgevold, Rocio Rodriguez, Jyh Liang Guan, Chen Ke-Lin

16:30-17:00

Namastay on the Safe Side: Why Unconventional Trainer Attire Backfires in Yoga Advertising for Mixed-Gender

Valerie Hechinger, David Bourdin

15:30-16:00

The Promotion “Honeymoon”: An Empirical Analysis of how Economic Climate Affects Promotional

Niklas Mergner, David Dege, Philipp Brüggemann, Rainer Olbrich

16:00-16:30

Distributional Persuasion Knowledge in Price Promotions

Igor Makienko, James Leonhardt

16:30-17:00

From Sincere Price Display to Positive Outcomes: The Roles of Credibility, Brand Personality, and Brand

Maher Georges Elmashhara, Mariana Pinto Marques, Maya Benavidez Rivera

17:00-17:30

Why Fairness Feels Unfair: Exploring the Impact of Socially AI-Driven Pricing on Consumer Fairness Judgments in Autonomous

Madeleine Neumann, Marc Kuhn, Katrin Merfeld, Sven Henkel

15:30-16:00

When Icons Copy Icons: The Impact of Packaging Design Imitation by Established Brands

Martin Ohlwein, Pascal Bruno

16:00-16:30

For the Sake of the State: Factors Determining Public Sector Attractiveness Among Generation Z

Ruta Lapinskiene, Dominyka Venciute, Laura Kaliukeviciute, Asha Thomas

16:30-17:00

What Elements Make a Logo? Systematic Review, Typology Proposition and Perspectives

Arnaud Sallerin

17:00-17:30

Human Brand Authenticity and Ally’s Benefits, can Alliance Congruence, Expectancy and Human Brand’s Selfless Motives Boost Partner’s

Parichehr Riahi Pour

15:30-16:00

Systematic Literature Review of the Cognitive Downsides of Anthropomorphic AI in Consumer Context

Syed Muntazir Mehdi, Aušra Rūtelionė

16:00-16:30

Marketing’s Epistemological Architecture: A Bibliometric Cartography of Seven Decades’ Evolution toward AI-Augmented

Qeis Kamran, Patrick Baretto

16:30-17:00

Love in the Age of AI: Understanding why People Form Love Relationships With Chatbots and Develop a Parasocial Preference for

Lara Fröbel, Peter Kenning

15:30-16:00

The Two Faces of Materialism: How Dual Attitudes Shape our Pro-Environmental (or not) Choices

Linas Pupelis, Beata Šeinauskienė

16:00-16:30

Integrating Brand Equity and Relationship Marketing Theories with Empathetic AI Personalization: A Conceptual Framework for Trust and Emotional

Mina Shahsavar Haghighi, Mona Rashidirad Rashidirad

16:30-17:00

How Trans-Parasocial Relationships Enhance Follower Responses in Influencer Marketing: The Roles of Social Presence, Perceived Homophily, and Persuasion

Kuan-Ju Chen, Yi-Ting Chu

19:00-22:00 President's Banquet