ABSTRACT. Sustainability in marketing has gained some traction over the years, evidenced in part by growing interest in past and upcoming special issues on the topic in numerous marketing journals. However, integrating such contested topics as sustainability and marketing suggests multiple ways in which sustainability can be addressed in marketing. Consequently, interviews were conducted with sustainability focused marketing academics from around the world to understand how sustainability can be integrated within the marketing curriculum, and really come to understand what ‘sustainability marketing’ as a concept entails.

ABSTRACT. The role of spirituality in business ethics is a growing area of interest, but not yet very well developed conceptually. This pilot research looks at how spirituality works through leadership style to impact the treatment of customers by woman-owned small businesses in Thailand. These women follow Kuan Im bodhisattva, who is a role model teaching compassion and morality. These women adopt a servant leadership style, and aim for highly ethical relationships with both customers and employees.

ABSTRACT. Today Organizations are expected not only to act ethically and contribute to society but they should display 'social responsibility' or 'corporate citizenship'. While individual factors like belief in ethics, or spirituality influence consumer response to cause-specific CSR there has hardly been any research in this area. This paper focuses on the effect of cause specific CSR on consumer buying behaviour and looks at the moderating role of consumer ethics and spirituality.

ABSTRACT. Current marketing states that organisations should no longer create value by themselves and present it to the customer as a market offering as customers are demanding to create value alongside the organisation. In this paper, we empirically examine the effect of Augmented Reality (AR) aided co-creation on customer perceived risk. This paper conceptualises co-creation and customer perceived risk then identifies how emerging technologies may impact it. An experiment demonstrating the power of AR was designed and followed up with a survey. The results show that AR does reduce several perceived risk dimensions. Consequently, managers and marketers should consider it when developing co-creation processes.

ABSTRACT. Halal labelling of a product tends to signal permissibility of the product for Muslim consumers to satisfy Islamic religious dietary prescription and help their product choice decision making.  Muslim consumers’ product choice decision making is complex where alternatives vary from with and without Halal labelling, and Halal labelled products come from varied country sources. How Muslim consumers treat these alternative in their product choice decision making process is hardly reported in the marketing literature. This paper reports preliminary findings of an investigation on Australian and Malaysian Muslim consumers’ product choice behaviour. Tobii 120 eye tracking was used to investigate participants’ visual information processing of packaged product alternatives for purchase decision making. Findings indicate that Malaysian participants’ eye fixation were more concentrated on Halal logo than other alternative cues on the product packages and Halal labelling as a heuristic cue significantly influenced their buying intention. In contrast, while Australian participants fixated more on brand and ingredients over Halal logo, their buying intention was largely influenced by Halal labelling. Findings challenge Halal brand categorization in the literature and found Halal labelling as more reliable heuristic cue than other alternative information cues in Muslim consumers’ visual product choice decision making.  

ABSTRACT. This study investigates the information order effect on utilitarian products. Most of previous studies normally focused on hedonic products in order to investigate the order effect (Wilcox, Roggeveen and Grewal, 2011). This study expands the product type to utilitarian product. Previous studies pay attention to the likelihood evaluation of the tested product (Ge, Häubl, and Elrod, 2012). This study includes the affective and cognitive product evaluation, which can generate more complete ideas to the order effect on utilitarian product. This study includes two more conditions (search / experience advertisement; unattractive / normal packaging), which were seldom found in previous studies, but found very often in real life. Three experiments (hedonic / utilitarian product; experience / search advertisement; unattractive / normal packaging) were arranged for over 330 participants. This study tests both the affective and cognitive product judgment. The findings indicated that there is assimilation effect occurred when search advertisement is presented before whereby consumers have better cognitive evaluation. When experience advertisement is presented before, contrast effect occurred and affective evaluation is reduced. However, when unattractive packaging is presented before, assimilation effect occurred and cognitive evaluation increased. When normal packaging is presented before, consumers have better evaluation on tested product.

ABSTRACT. This paper analyzes how marketing phenomena can be framed using a discovery-mystery solving-mystery creation approach. This paper tests a UTAUT model (Unified theory of acceptance and use of technology) using PLS (discovery stage) to test the model and then utilizes fsQCA to confirm (mystery solving) –and reject (mystery creation) PLS findings. In the way, research hypotheses were confirmed but some other interesting causal recipes were found worth to further research. This paper contributes to knowledge by enriching existing methodological approaches in marketing and showing that the combination of PLS and QCA analysis can be framed by a broader methodological approach, an approach still nascent in marketing as can be seen from the little research devoted to such approach.

ABSTRACT. Big Data and the interpretation of both structured and unstructured data that it affords, can provide wide ranging information on which to base decision making across organisations, including the marketing function. Marketers can benefit from Big Data through mining and linking these data to gain better understanding of consumers’ needs which can then drive adapted products, communications and service. However, in order to maximise the potential of Big Data we, the research community, need to question our accepted conceptions about and practices with these data. Congruent with the focus of the conference, in this paper we use Boyd and Crawford’s delineation of Big Data to reflect on the implications of using such data in an ever changing world and propose a set of considered questions that may assist in guiding researchers in marketing.

ABSTRACT. This exploratory research examines how attitude towards advertising-in-general are developed in consumers with divergent attitude patterns. African immigrant consumers in the United States and control group are compared for illustrative purposes. Following operationalization of “attitude towards advertising-in-general” framework (Pollay and Mittal, 1993), the identified latent factors’ relationship/impact on buying decisions are also examined. The findings show that unlike the control group, African immigrant consumers rely on a much broader scope of information about the impact of advertisements on standards of living and the economy in general. The paper finds that when minimal and/or unfitting information or when politically-correct, social and economic factors are incongruent in advertising, consumers’ attitude become less evident while their attitude towards advertising message is less guaranteed. The study, to an extent, contributes to our understanding of consumers’ malleability – flexibility in their perceptions towards advertising-in-general, and the impact of these attitudes on buying decisions especially when comparing African immigrant consumers and the control group. Discussion, Conclusion, and implications seek to provide synthesis of the theory studied while limitations and future research directions are put forward.

ABSTRACT. Keller (1993) presented a conceptual model of brand equity defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. It has had significant impact on both theory and practice with regard to issues in building, measuring and managing brand equity. Conceptualized based on associative network memory model, this examines brand equity from the perspective of the individual consumer. Two key trends have dramatically increased richness of social context for a brand in recent times. Customer-experiential marketing perspective which focus on customer retention and loyalty through customer relationships and Consumer driven marketing perspective making firms to pay attention to consumer co-creation and consumer advocacy of the brand. In light of this, we present Community Based Brand Equity (CommBBE) defined as differential effect of brand culture or shared values on consumer response to the marketing of the brand. Building on social identity theory, our model advances Keller (1993)’s model by examining brand equity from the consumer community. Brand Culture forms the core of the model and is conceptualized using the social identity theory. Brand Community Attachment and Brand Community Engagement form the two components. A Brand partnership is also proposed for use by practitioners.

ABSTRACT. The purpose of the present study was two-fold: 1) to investigate the evolution of perceived congruence between a brand and its new logo in a real context of a logo change and during 2 years following the change, and 2) to compare this evolution between current customers (high brand familiarity and attachment) and prospects (low brand familiarity and attachment). The study was longitudinal and made up by three data collections over a period of 2 years following the logo change. 776 students (current - high brand attachment and familiarity, and applicants - low attachment and familiarity) participated in the three data collections with a one-year interval. New logo perceived congruence showed a favorable evolution for both groups. Old logo remains at a high level of congruence with the brand for 3 years for currents students. Concerning the new logo, results demonstrate a change of perceived congruence in 2 years time which means that the new logo is perceived as more congruent at the end of the study than in the beginning. These findings contribute to the literature on the impact of logo’s change on the brand showing the specific time course of the memory updating process in current brand customers.

ABSTRACT. The not-for-profit sector continues to present one of the most vital areas of change and challenge for marketers. With renegotiation of traditional sector boundaries, and pressure from governments and other funders to become more financially self-sufficient and operate more efficiently, more organizations see the need to leverage marketing techniques and develop new initiatives in order to create enhanced social value and facilitate the achievement of their social goals. Markets and market segments traditionally served by not-for-profits are also now being targeted by social businesses and BOP strategies of for-profits, as well as simply with for-profit strategies. NPOs and NGOs continue to be challenged in their applications of traditional marketing theory and practices, seeking opportunities for synergistic change and growth. This proposed session features interactive discussion of unique change-related challenges and opportunities facing these organizations, which involve a range of influences: ethical issues, innovation and disruptive marketing, market orientation focus, financial health, performance measurement, service dominant logic strategy development, and the need to establish and maintain their own transcendent values. While many of those themes are also relevant for for-profit organizations, they are often manifested differently in not-for-profit organizations due to inherent differences in financial/operational structures, missions, and organizational cultures.

ABSTRACT. This study described an integrated framework on the psychological mechanisms for processing partitioned price. Based on a review and synthesis of extant research, we identified seven processing routes and suggested that an individual will take a particular route to process a partitioned price depending on his or her perceptions on the salience, diagnosticity, importance, processing difficulty and integrativeness of the secondary price component. This integrated model can adequately yet parsimoniously differentiate among the various psychological mechanisms underlying the price partitioning effect and interpret some seemingly controversial findings in the literature.

ABSTRACT. Considering the vast application of PAD in the retail literature, the overall goal of this research is to better understand the impact of PAD on atmospheric research. Furthermore, we try to clarify which dimensions are most commonly applied in atmospheric studies and provide insights into which dimension most strongly relates to outcome variables. Specifically, we ask 1) What is the nature of the relationship between pleasure and arousal dimensions of PAD in retail environment studies? and 2) What kind of outcomes do pleasure and arousal dimensions of PAD relate to the most in retail environment studies?

ABSTRACT. Sharing a screen, while shopping, has become a usual activity. The first part of our research aims at identifying motivations and brakes, leading people to "physically" share a screen with another person while shopping (same place, same time, same screen). Our full objective is to understand the different "Sharing Screen" processes, their causal link and consequences. Actually, very few researches have been conducted on this topic (Durand Mégret et al., 2013; Vanheems, 2013).

We conducted a qualitative research (20 respondents' in-depth interviews) that highlights two main factor's categories, explaining this sharing behavior:

-Actor motivational disposition (Heckhausen&Heckhausen,2008b), shaping the screen's social sharing interaction pattern. -Actor perceived shopping context (Punj&Stewart,1983), moderating personal motivational dispositions of shopping screen sharing.

As our qualitative research identifies three distinct types of screen sharing -that we qualify as «assistance», «partnership» and «autonomy» mode- it also highlights that the aggregation of personal motivational disposition and perceived dyadic shopping contextual factors, design the way people surf together on the same screen.

These findings, related to "Need Theory"(McClelland,1988), have important theoretical and managerial implications for retailer's digitization strategies. Furthermore, there is little professional knowledge and academic research on the manner salesmen may share a screen with their customers in store.

ABSTRACT. This study explores the motivations of entrepreneurs for starting hybrid organizations and to what extent these motivations shape their vision of success. For the purpose we build an evaluation framework based on the perceptions of success from the managers’ point of view, taking the example of social entrepreneurs who pursue both social and economic goals, and that experience legitimacy obstacles that influence firm's potential for success. The final entrepreneurial success framework is comprised of seven indicators: training, professional development, marketing, management, external factors, infra-structures and organizational aspects. To help building the evaluation framework we applied a multiple-criteria decision analysis (MCDA), which is an approach of decision science that facilitates the process of decision-making. We also applied a qualitative study to understand the motivations to start an enterprise, which can further explain the success factors identified with the main approach. Our findings suggest that factors related with the human capital best explain the success of these enterprises. On the opposite, the external factors that are crucial to attain legitimacy are the least important factors. In this research, we discuss our findings in light of the entrepreneurship and legitimacy literature.

ABSTRACT. Many studies strive to explore the role of organization agility on the success of firms. Nonetheless, the way to increase an organization’s agility is not fully understood, especially in the new product development (NPD) process. Further, the outcomes of agility on the NPD process such as reducing fuzzy front-end, enhancing innovativeness of firm, and improving new product performance are not yet clear. Drawing from concept of dynamic capabilities, using survey research, analyzing data with structural equation modeling, we expect that the results will help to describe how firms enhance the performance of new products through making an organization more agile. 

ABSTRACT. Traditionally, economists have attempted to develop indices that measure industry concentration and such indices have become the basis of considerable antitrust litigations. The inverse of industry concentration can give valuable managerial clues about industry diversity and competition. In this paper, we extrapolate these ideas and develop the blueprint for Attraction Diversity Index (ADI), which is conceived as a measure of the diversity of attraction types in a destination area. We also propose its inverse, Attraction Cluster Equity (ACE). In order to demonstrate the usefulness of these indices, some hypotheses linking ADI-ACE with related constructs in destination marketing are proposed and tested.

ABSTRACT. Increasing labor costs and advances in technology make self-service technologies (SSTs) important options of service delivery for firms. As the benefits of SSTs in terms of productivity and cost savings has been shown to increase firm performance in studies, what is still less apparent is whether shareholders are rewarded for such firm efforts. This study examines how SST initiatives affect firm’s market value. Employing an even-study methodology, we assessed the abnormal returns produced as a result of 226 SST announcements by various firms, and found that they indeed generate positive abnormal returns. To provide further insight, we analyzed the influence of SST attributes, market characteristics, firm characteristics, and initiation strategy that influence the direction and magnitude of the stock market reaction. Implications, limitations, and future research are then discussed.

ABSTRACT. In the perspectives of the developed nation characterized by intensive competitive markets, three critical capabilities of the firm namely marketing, R& D and operations determine the level of performance of the firms. In India, marketing strategies are by and large neglected in the technology driven medium sized organizations. The paper aims at addressing complex strategic issue of Marketing and Technology relationship in the context of liberalized Indian economy in which organization design parameters have played a pivotal role. The present research work examines the relative importance attached to different levels of three capability measures in respect of the performance of the firm in the specific sector as a case. The estimation of the relative importance of the attributes such as Marketing, R& D and Operations and also the relative importance of the different levels of the attributes is done through Conjoint Analysis. The case describes the success of a regional dairy firm with the optimal mix of technological know-how, investment in research and development and reducing overhead cost of production and develops a sustained brand name in the dairy sector.

ABSTRACT. At any given time period, firm management actively engages in allocating resources primarily to develop the pipeline of products in their new product portfolio (innovation enhancers) as well as mitigate some of the negative consequences associated with development and production of new products such as product recalls and product (innovation inhibitors). Firms’ investment in innovation enhancers can increase firm value especially in the long run. Innovation inhibitors demands immediate resource allocation while increasing consumers’ perceived risk. The effects can reflect in the short-term accounting measures. Innovation inhibitors can jeopardize consumer confidences and trust. The dilution of brand equity could be expected in the long term. Drawing from myopic management theory, we hypothesize that firms’ strategic decisions regarding optimal resource allocation for innovation enhancing- and inhibiting- related activities (strategic emphasis) are critical and can impact firm performance in the short and long run.