Enlightened Marketing in Challenging Times: Proceedings of the 2019 AMS World Marketing Congress (WMC)

658 Pages·2020·13.258 MB·English

by  Felipe Pantoja, Shuang Wu, Nina Krey

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Felipe Pantoja
Shuang Wu
Nina Krey  Editors
Enlightened
Marketing in
Challenging
Times
Proceedings of the 2019 AMS World
Marketing Congress (WMC)
Developments in Marketing Science:
Proceedings of the Academy
of Marketing Science
More information about this series at http://www.springer.com/series/13409
Felipe Pantoja • Shuang Wu • Nina Krey
Editors
Enlightened Marketing
in Challenging Times
Proceedings of the 2019 AMS
World Marketing Congress (WMC)
Editors
Felipe Pantoja Shuang Wu
IÉSEG School of Management Rohrer College of Business
Paris, France Rowan University
Glassboro, NJ, USA
Nina Krey
Rohrer College of Business
Rowan University
Glassboro, NJ, USA
ISSN 2363-6165 ISSN 2363-6173 (electronic)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-030-42544-9 ISBN 978-3-030-42545-6 (eBook)
https://doi.org/10.1007/978-3-030-42545-6
© The Academy of Marketing Science 2020
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.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specific statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
The publisher, the authors, and the editors are safe to assume that the advice and information in this book
are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the
editors give a warranty, expressed or implied, with respect to the material contained herein or for any
errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional
claims in published maps and institutional affiliations.
This Springer imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
2019 Academy of Marketing Science®
World Marketing Congress

Enlightened Marketing in
Challenging Times
July 9 – 12, 2019
University of Edinburgh
Edinburgh, UK
v
AMS Officers (2018–2020)
President Vice President for
O.C. Ferrell, Auburn University, USA Membership-International
Patricia Rossi, IESEG School of
Executive Vice President/Director
Management, France
Harold W. Berkman, University of
Miami, USA Vice President for Development
Janna Parker, James Madison
President-Elect
University, USA
Julie Guidry Moulard, Louisiana Tech
University, USA Secretary/Treasurer
Nina Krey, Rowan University, USA
Immediate Past-President
Adilson Borges, Carrefour & NEOMA Co-Chair, Board of Governors
Business School, France Barry J. Babin, University of
Mississippi, USA
Vice President for Publications
Joseph F. Hair, Jr., University of South
James S. Boles, University of North
Alabama, USA
Carolina at Greensboro, USA
Co-Director of International
Vice President for Programs
Programs
Brad D. Carlson, St. Louis
Jay D. Lindquist, Western Michigan
University, USA
University, USA
Vice President for Membership- Barry J. Babin, University of
North America Mississippi, USA
Mark Peterson, University of John B. Ford, Old Dominion
Wyoming, USA University, USA
vii
AMS Board of Governors
Barry J. Babin David J. Ortinau
University of Mississippi, USA University of South Florida, USA
Co-Chair (2016–2022) (2016–2022)
Joseph F. Hair, Jr. Nicholas Paparoidamis
University of South Alabama, USA Leonard De Vinci Business School,
Co-Chair (2018–2024) France (2018–2024)
Adel El-Ansary Leyland Pitt
University of North Florida, USA Simon Fraser University, Canada
(2014–2020) (2016–2022)
Linda Ferrell Linda Price
Auburn University, USA (2018–2024) University of Oregon, USA
(2014–2020)
Linda Golden
University of Texas, USA (2018–2024) Bodo Schlegelmilch
Vienna University of Economics and
Jean-Luc Herrmann
Business Administration, Austria
University of Lorraine, France
(2014–2020)
(2016–2022)
Eli Jones
Texas A&M University, USA
(2014–2020)
ix
2019 AMS World Marketing Congress
Co-Chairs
Tina Harrison, University of Edinburgh, UK
Mary Brennan, University of Edinburgh, UK
Arrangements Co-Chairs
Shona Black, University of Edinburgh, UK
Charlotte Naylor, University of Edinburgh, UK
xi
2019 AMS World Marketing Congress Tracks
and Track Chairs
Advertising & Integrated Communication
Anand Kumar, University of South Florida, Tampa, USA
Ryan J. Langan, University of San Francisco, USA
Big Data & Marketing Analytics
Jake Ansell, University of Edinburgh, UK
Annie Pei-I Yu, National Chung Cheng University, Taiwan
Branding & Product Management
Cleopatra Veloutsou, University of Glasgow, UK
Kirsten Cowan, University of Edinburgh, UK
George Christodoulides, American University of Sharjah, UAE
Business-to-Business Marketing
Kaouther Koolie, Bournemouth University, UK
Elvira Bolat, Bournemouth University, UK
Children & the Marketplace
David Marshall, University of Edinburgh, UK
Consumer Behavior
Joe Vella, Malta University, Malta
Jennifer Yule, Northeastern University, USA
Consumer Culture
Stephanie O’Donohoe, University of Edinburgh, UK
Cross-Cultural, Multicultural &/or International Marketing
Monica Hernandez, St. Edwards’ University, USA
Digital Marketing
Kirk Plangger, King’s College London, UK
Jan Kietzmann, Simon Fraser University, Canada
xiii