Change is the only constant that marketers deal with on a regular basis. However, the recent pandemic brought about change for every individual on the planet. It not only brought about changes to technology, but it also reshaped the thinking of consumers and organizations through behavioral and cultural shifts in the market. This volume provides new insights and ideas in marketing research, theory, and practice as we continue to adapt to the new normal world post-pandemic. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. Featuring papers presented at the 2023 Academy of Marketing Science Annual Conference in New Orleans, LA, USA, this book discusses various areas of marketing, each serving as a pillar supporting the overall structure of contemporary marketing built with shared knowledge and aimed toward the future with informed optimism.

Founded in 1971, the Academy of Marketing Science isan 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 .

Emphasizes the drastic changes brought about to the marketing field by the pandemic Offer marketers new ways in which to serve consumers and satisfy their needs Provides new insights and ideas in marketing research, theory and practice

Autorentext
Vincent Jeseo is Assistant Professor of Marketing in the Rohrer College of Business at Rowan University (Glassboro, NJ, USA). He enjoys teaching quantitative and managerially relevant courses such as marketing research, marketing management/strategy, services marketing, and sales management. His primary research stream focuses on relationship-marketing topics within sales and service contexts.

Juliann Allen is Assistant Professor of Marketing in the College of Business Administration at Nicholls State University (Thibodaux, LA, USA). Her research interests include social media influencers, authenticity, self-brand connections, materialism, and human brands.

Inhalt

1. Has the Metaverse a Strategic or Operative Role in Luxury Fashion Brands' Marketing?- 2. Shifting Habits Toward Sustainability.- 3. Determinants of Brand Trust: A Neuroanalytical Study in the B2B Sector Using the Example of Manufacturing Industry.- 4. Is She Real? Leveraging Real-Life and Virtual Influencer Marketing in Brand Communications.- Is Like-Seeking a Form of Conspicuous Consumption? Investigating Trait Antecedents of Normative and Deceptive Like-Seeking on Instagram: An Abstract.- 5. Is Like-Seeking a Form of Conspicuous Consumption? Investigating Trait Antecedents of Normative and Deceptive Like-Seeking on Instagram: An Abstract