Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers' ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today's emerging markets.

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, complimenting the Academy's flagship journals, 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.

Includes the full proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress? Provides cross-cultural research in the field of marketing with international implications Explores various marketing issues that affect and influence today's emerging markets

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Engineered Customer Referrals: Prevalence and Antecedents.- Norwegian Best Practice of Sustainable Business Models.- Cultural Transition and Socio-Cultural Taxonomy of Consumers in BRICS Countries.- Five-Stage Acculturation Process of Hispanic Consumers: Theory and Findings.- Fear Versus Efficacy: Evaluating Dual-Process Models with Workplace Safety Messages.- Basil Social Media in Higher Education: An Investigation into UG Marketing Education in the UK.- The Influence of Product Color on Perceived Weight and Consumer Preference.- Understanding Green Consumption: Is Perceived Consumer Effectiveness a Predictor of Green Behaviour?.- Drivers of Long-Term Savings from a Consumers' Behavioral Perspective: A Large-Scale Empirical Investigation.- A New Method for Bench marking Marketing Organizations with Inter-Connected Departments.- Assessing Sales Contest Effectiveness: The Role of Salesperson and Sales District Characteristics.- Building a Theoretical Model of Trust in Direct-to-ConsumerAdvertising.- Relational Capability in a Key Outsourced SupplierBuyer Relationship.- Can You Do Something About the Price?Exploring the Indian Deal, Store-Brand and Haggling-Prone Consumer.- Assessing the Impact of Corporate Reputation on Firms' Cost of Debt: An Empirical Study of German DAX 30 Companies.-Considerations When Marketing Scales from Developed Countries Are Utilised for Marketing Research in Emerging Markets.- Differential Effects of Supervisory Coaching and Leader Member Exchange on Salesperson's Behavior and Performance.- The Role of Service Provider Groups Stereotypes During Service Failures.- Performance Implications of the Interplay Between Sales Intra-Functional Flexibility, Customer Orientation and Role Ambiguity.- Orientation and Innovation in Dynamic Competitive Markets.- The Influence of Eleven P's of Internal Marketing on Brand Awareness: An Emerging Economy Perspective.- The Effect of Economic and Social Satisfaction on Partner Trust.- An Examination of the Effects of Scarcity and Discounting on Purchase Decision Regret.- Frontline Store Manager's Entrepreneurial Orientation for Merchandising and Service Role Performance: Scale Development and Validation.- Corporate Social Responsibility and Market Orientation in an Emerging Economy: Relationships and Outcomes.- Felix Multi-Brand Loyalty: Propositions and Insights from a Quantitative Study.- Felix Increasing Salesperson's Self-Efficacy and Performance Through Coaching: A Quantitative Study in Canada.- Building a Platform for Change: Identifying Salient Beliefs Surrounding Fruit and Vegetable Consumption.- Emerging Market Consumers: Latvian and Georgian Perceptions of Global Brands.- Beliefs and Attitudes Towards Online Advertising in a Social Network Context.- Customer Loyalty in U.S. Hispanic Markets.- Is Knowledge Transfer Within MNCs Good for Subsidiary Performance? The Role of Subsidiary Capabilities and Innovative Culture.- What If I Make the Wrong Decision? The Role of AnticipatedRegret in Switching Barrier Based Customer Retention.- Reconsidering Business-to-Business Relationships: Multi-Dimensionality and Traces Left Behind.- Contents The Moderating Effects of Self-Brand Concept and Reference Group on Consumer Innovativeness Toward Purchase Intention.- Advertising Directed at Children: An Empirical Study from Parents' Perspective on Television Advertising and Advergames.- How Dynamic Marketing Capabilities Affect Market Share Performance Output: An Innovative Brand Oriented Approach.- Export Decision-Making: Combining Planning and Improvisation to Enhance Performance.- Investor Associations Concerning Sustainability and the Impact of Misperceptions on SRI Decision-Making.- When Do Measured Attitudes Reflect Past Behavior?.- Positioning as Strategic Balance: The Case of Complementary and Alternative Medicine (CAM)A Structured Abstract.- Why Has the Chinese Leadership Style Prevailed over Millenia? Towards an Evolutionary Theory of Leadership.- Learning to Improve New Product Outcomes.- Child Participation in Family Purchasing Process: Evidence from Lithuania.- Which Do I Prefer? A Theoretical Framework for Biculturals' Advertising Response Towards Hedonic and Utilitarian Products in Japan.- Deciphering the Brand Value Structure: New Measures and Business Insights.- Strategic Importance of Marketing Planning Capability: A Perspective from Saudi Arabia.- Contents Donate to Me: Applying the Servicescape Framework to an Online Donation Setting.- Presence or Absence of Unit Price Display and Its Influence on Snack Food Choices.- Global Use and Access of Social Networking Websites: A National Culture Perspective.- Talking with YouNot at You: How Brand Ambassadors Can Spark Consumer Brand Attachment?.- Materiality of Online Brand Community.- Thomas Exploring Consumer Acceptance and Engagement with Smart Meters.- Multichannel Customer Journeys: Mapping the Effects of Zmot, Showrooming and Webrooming.- Adding Dynamics into Transaction Cost Economics: The Social Capital Approach.- Determinants of Customer Loyalty: Evidence from the Egyptian Mobile Market.- Specific Uncertainties in the Distribution of Products from Renewable Resources: Empirical Evidence from the German Forestry and Wood Cluster.- An Empirical Examination of Drivers Impacting Usage Intentions of Social Media Shopping.- An Improved Understanding of the Moderator Effects of Switching Costs Types on the Relationships Between Customer-Perceived Value, Trust, and Customer Loyalty.- Contents Shopper's Attitude and Demographics Influence on Store Patronage: A Comparison of Formal vs. Informal Food Retail Stores in India.- The Congruency Between the Container and the Content: Should We Texture Everything to Seduce the Consumer?.- Turning Brand Undesirables in Brand Heroes: Capitalising on Corp…