Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces

We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.

Jeff Bezos, Founder and CEO of Amazon.com

This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. 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.

Explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience Features cutting-edge research based on theory and rigorous research methodology Provide insights for marketing theory and practice Features the full proceedings from the 46th Academy of Marketing Science (AMS) Annual Conference

Inhalt
Chapter1. The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract.- Chapter2. A Signalling Approach to Enchance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract.- Chapter3. What Really Drives Customer Brand Relationships? Evidence from An Emerging Market: An Abstract.- Chapter4. Attachment Styles and Brand Relationships: An Abstract.- Chapter5. When Good Brands Do Bad: The Sequel: An Abstract.- Chapter6. Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract.- Chapter7. A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract.- Chapter8. CSR Communication of Hotels and Consumer Responses Towards It: An Abstract.- Chapter9. Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal.- Chapter10. All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract.- Chapter11. The Evolution ofthe Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract.- Chapter12. Ethical Perceptions on Cigarette Marketing: An Abstract.- Chapter13. Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract.- Chapter14. Co-Creation in a Marketing Classroom: An Abstract.- Chapter15. Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract.- Chapter16. What is the Role of the Relationship in CRM? Exploring the Gaps between Intended and Actual Behavior: An Abstract.- Chapter17. Special Session: Reviewing the Reviewers: Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract.- Chapter18. Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism and Issue Proximity Affect Green Communication.- Chapter19. Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract.- Chapter20. Understanding the Viability of Three Types of Approach of Advertising in Emerging Markets.- Chapter21. In the Conflict between Heart and Mind: Involvement and Aspiration Matter: An Abstract.- Chapter22. Talking About my Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract.- Chapter23. Understanding the Luxury Consumption during Weddings in Southern India: An Abstract.- Chapter24. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers' Privacy Concerns: An Abstract.- Chapter25. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract.- Chapter26. The Effects of Food Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract.- Chapter27. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract.- Chapter28. It's All in the Mix: How Music and Light Affect Shoppers' In-Store Behavior: An Abstract.- Chapter29. Consumer Engagement through Live Customer Service: An Abstract.- Chapter30. Consumers' Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract.- Chapter31. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract .- Chapter32. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract.- Chapter33. The Relationship between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract.- Chapter34. A Framework and Call for Scholarship on 'The Dark Side of Social Media': An Abstract.- Chapter35. Enriched Digital Catalogues: A Multi-Studies Approach: An Abstract.- Chapter36. Exploring the Young People's Cognitive Structure and Switching Intention toward Social Networking Sites: An Abstract.- Chapter37. Overcoming the Rejection of Changing Sales Force Technologies through Managerial Support: An Abstract.- Chapter38. What Salespeople Don't Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract.- Chapter39. Value in Sales Interactions: A Study from the Buyer's Perspective: An Abstract.- Chapter40. The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract.- Chapter41. The Influence of Men's Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract.- Chapter42. Big Data Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract.- Chapter43. Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract.- Chapter44. Help Me, Help You: The Consumer's Perceptions of Green Credit Cards: An Abstract.- Chapter45. Buy Me, I'm Green: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract.- Chapter46. Modern Marketing-Research Techniques and Policymaking in Wyoming's State Budgeting: An Abstract.- Chapter47. The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumpti…