Enlightened Marketing in Challenging Times: Proceedings of the 2019 AMS World Marketing Congress (WMC) [1st ed.] 9783030425449, 9783030425456

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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 IÉSEG School of Management Paris, France Nina Krey Rohrer College of Business Rowan University Glassboro, NJ, USA

Shuang Wu 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

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AMS Officers (2018–2020)

President O.C. Ferrell, Auburn University, USA Executive Vice President/Director Harold W. Berkman, University of Miami, USA President-Elect Julie Guidry Moulard, Louisiana Tech University, USA Immediate Past-President Adilson Borges, Carrefour & NEOMA Business School, France Vice President for Publications James S. Boles, University of North Carolina at Greensboro, USA Vice President for Programs Brad D. Carlson, St. Louis University, USA Vice President for MembershipNorth America Mark Peterson, University of Wyoming, USA

Vice President for Membership-International Patricia Rossi, IESEG School of Management, France Vice President for Development Janna Parker, James Madison University, USA Secretary/Treasurer Nina Krey, Rowan University, USA Co-Chair, Board of Governors Barry J. Babin, University of Mississippi, USA Joseph F. Hair, Jr., University of South Alabama, USA Co-Director of International Programs Jay D. Lindquist, Western Michigan University, USA Barry J. Babin, University of Mississippi, USA John B. Ford, Old Dominion University, USA

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AMS Board of Governors

Barry J. Babin University of Mississippi, USA Co-Chair (2016–2022)

David J. Ortinau University of South Florida, USA (2016–2022)

Joseph F. Hair, Jr. University of South Alabama, USA Co-Chair (2018–2024)

Nicholas Paparoidamis Leonard De Vinci Business School, France (2018–2024)

Adel El-Ansary University of North Florida, USA (2014–2020)

Leyland Pitt Simon Fraser University, Canada (2016–2022)

Linda Ferrell Auburn University, USA (2018–2024)

Linda Price University of Oregon, USA (2014–2020)

Linda Golden University of Texas, USA (2018–2024) Jean-Luc Herrmann University of Lorraine, France (2016–2022)

Bodo Schlegelmilch Vienna University of Economics and Business Administration, Austria (2014–2020)

Eli Jones Texas A&M University, USA (2014–2020)

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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

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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

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2019 AMS World Marketing Congress Tracks and Track Chairs

Distribution & Supply Chain Management Rajesh Iyer, Bradley University, USA Matt Wilson, Royal Institute of Technology, Sweden Entrepreneurship & Innovation Jeanette Paschen, Royal Institute of Technology, UK Karen Robson, University of Windsor, Canada Financial Services Consumers & Marketing Julie Robson, Bournemouth University, UK Heejung Park, University of Wyoming, USA Fashion & Luxury Marketing Patsy Perry, University of Manchester, UK Victoria Osburg, Hull University, UK Food Marketing & Consumption Mary Brennan, University of Edinburgh, UK Mary McCarthy, University College Cork, Ireland Healthcare Marketing Sarah Lord Ferguson, Simon Fraser University, Canada Marketing Education Alma Mintu-Wimsatt, Texas A&M University-Commerce, USA Héctor R. Lozada, Seton Hall University, USA Marketing in Emerging Markets Jay Mulki, Northeastern University, USA Marketing Management Yasemin Atinc, Texas A&M University-Commerce, USA Chris Myers, Texas A&M University-Commerce, USA Marketing Research: Methods, Measures, & Analytics Joe Hair, University of South Alabama, USA Christian Ringle, Hamburg University of Technology, Germany Marko Sarstedt, Otto-von-Guericke-University Magdeburg, Germany Marketing Strategy Leyland Pitt, Simon Fraser University, Canada Vida Morkunas, Luleå University of Technology, Sweden Marketing Theory Jillian Farquhar, Solent University, UK Claudia Simoes, University of Minho, Portugal Marketing & Society P. Sergius Koku, Florida Atlantic University, USA Gillian Sullivan-Mort, LaTrobe University, Australia

2019 AMS World Marketing Congress Tracks and Track Chairs

New Product Development & Innovation Tek Thongpapanl, Brock University, Canada Adam Mills, Loyola University, USA Personal Selling & Sales Management Felicia Lassk, Northeastern University, USA Carsten Schultz, University of Hagen, Germany Pricing & Customer Value Ben Lowe, University of Kent, UK Carl-Philip Ahlbom, Stockholm School of Economics, Sweden Relationship Marketing Harjit Sekhon, Coventry University, UK Paul Ballantine, Canterbury University, New Zealand Responsible Marketing & Ethics Matthew Lunde, Ithaca College, USA Vignesh Yoganathan, University of Branford, USA Retailing Kishore Gopalakrishna Pillai, University of East Anglia, UK Prithwiraj Nath, Leeds Beckett University, UK Services Marketing Mario Eduardo Giraldo Oliveros, Universidad del Norte, Colombia Linda Alkire, Texas State University, USA Social Media Marketing Ben Marder, University of Edinburgh, UK Antonia Erz, Copenhagen Business School, Denmark The Globalized Luxury Buyer Joy M. Kozar, Kansas State University, USA Lauren Copeland, Kent State University, USA Wine & Tourism Marketing Ulrich Paschen, Luleå University of Technology, Sweden Special Sessions Tina Harrison, University of Edinburgh, UK Doctoral Colloquium John Ford, Old Dominion University, USA Altaf Merchant, Washington University Tacoma, USA Proceedings Editors Felipe Pantoja, IÉSEG School of Management, France Shuang Wu, Rowan University, USA Nina Krey, Rowan University, USA

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2019 AMS World Marketing Congress Reviewers

Thank you to all people who reviewed for the 2019 AMS World Marketing Congress. These people include: Frank Adams Maryam Almahd Sara Alrabiah Sidney Anderson Ali Anwar Anahit Armenakyan Aaron Arndt Mark Arnold Nick Ashill Samreen Ashraf Abdul Ashraf Shahin Assadinia Gerard Athaide Yasemin Atinc Guclu Atinc Christof Backhaus Jennifer Barhost Brittney Bauer Gabriela Beirão Myriam Bellaouaied Oueslati Roger Bennett Adele Berndt Iain Black Lorena Blasco Elvira Bolat Andrea Bonezzi Edward Boon Stefania Borghini Elsamari Botha Achilleas Boukis Liliana Bove

Melanie Bowen Flavio Brambilla John Bredican Pedro Brito Terrence Brown Helen Bruce Greg Brush Son Bui Alexander Buoye Jamie Burton Mark Anthony Camilleri Ana Canhoto Robin Canniford Lindsey Carey Francois Carrillat Beatriz Casais Mario Cassar Daniela Castillo Edgar Centeno Nawar Chaker Anthony Chan Olga Chapa Prakash Chathoth Kalliopi Chatzipanagiotou Zixuan Cheng Yanina Chevtchouk Michelle Childs Kerry Chipp Raeesah Chohan Nicole Choi Ilma Chowdhury Christina Chung

Bruce Clark Mark Cleveland Scott Cowley Adam Craig Frances Crinnion Oliver Cruz Milan Charles Cui Charlene Dadzie Bo Dai Arezoo Davari Nebojsa Davcik Marsabella De Castro Gwarlann de Kerviler Anouk de Regt Dawn Deeter Linda Deigh Sihem Dekhili Alexander DePaoli Rebecca Dingus Xinyu Dong Mary Anne Doty Clare D’Souza Jackie Eastman Hoda Elkolaly Theresa Eriksson Lu Fan Xi Fang Jillian Farquhar Mana Farshid Syed Fazal-E-Hasan Caitlin Ferreira Ilaisaane Fifita

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xviii Bernardo Figueiredo Joerg Finsterwalder Paul Fombelle Pantea Foroudi Lena Frömbling Mercedes Galan Karine Gallopel-Morvan Edith Galy John Girond Sarah Glozer Artyom Golossenko John Grable Philip Grant Elaine Grech Mitch Griffin Francisco Guzman Alexander Haas Kris Lindsey Hall Wade Halvorson Bo Han Chris Hand Jianyu Hao Fiona Harris Tina Harrison Nicole Hartley Nat Hartman Tracy Harwood Stephanie Hayden-Pane Mario Hayek Simon Hazée Anna-Bertha Heeris Christensen Sabrina Hegner Claudia Henninger Wookjae Heo Dennis Herhausen Audur Hermannsdottir Marc Herz Krista Hill Ann Hindley Dong Hoang Maria Holmlund-Rytkönen Jonas Holmqvist Marianne Hooper David Houghton Cheng-Chieh Hsiao Chao-Chin Huang Kendra Ingram Björn Ivens Pramod Iyer Anand Jaiswal Fernando Jaramillo Rama Jayanti

2019 AMS World Marketing Congress Reviewers Zhongqi Jin Mark Johlke Clark Johnson Andrew Johnson Sertan Kabadayi Mathieu Kacha Selma Kadic Maglajlic Michael Kaplan Ali Kara Sheena Karangi Ella Karat Wiebke Keller David Kerruish Seth Ketron Martin Key Sajid Khan Muhammad-Ali Khan Eva Kipnis Theresa Kirchner Martin Klarmann Gary Knight Sarah Köcher Sören Köcher Jirka Konietzny Kaouther Kooli Ioannis Kostopoulos Alena Kostyk Joy Kozar Nina Krey Gary H. Kritz Kunal Kunal Werner Kunz Winston Kwon Sophie Lacoste-Badie Des Laffey Carmen Lages Effie Lagos Pei-Chun Lai Jungeun Lee Linda Lee Sheena Leek Chih-Chin Liang Marcel Lichters Shuyu Lin Kuo-Yi Lin Andrew Lindridge Hongfei Liu Dong Liu George Lodorfos Sarah Lord Ferguson Mauricio Losada Ben Lowe Jewon Lyu

Zaki Malik Susana Marques Kristin Matheson Daniele Mathras Peter McGoldrick Sally McKechnie Graeme McLean Kylie Mcmullan Nina Michaelidou Mayoor Mohan Bhavya Mohan Lisa Monahan Matteo Montecchi Vida Morkunas Stacey Morrison Mona Mrad Mekhail Mustak Susan Myrden Hana Na Iman Naderi Brian Nagy Smitha Nair Anna Nappa Michael Obal Christina O’Connor Genevieve O’Connor Stephanie O’Donohoe Mauricio Ortiz Elena Osadchaya Victoria-Sophie Osburg Sergio Osuna Carmen Otero-Neira Adesegun Oyedele Vandana Pareek Narang Park Ulrich Paschen Jeannette Paschen Zhi Pei Dikla Perez Patsy Perry Maria Petrescu Dan Petrovici Daniel Petzer Ian Phau Stephen Pirog Christine Pitt Leyland Pitt Silvia Platania Wesley Pollitte Chatdanai Pongpatipat Chris Raddats Vahid Rahmani Rather Raouf

2019 AMS World Marketing Congress Reviewers Elva Resendez Mignon Reyneke Jeandri Robertson Nichola Robertson Clarinda Rodrigues Rocio Rodriguez Marisabel Romero Mei Rose Sanjit Kumar Roy Subhadip Roy Brian Rutherford Orsolya Sadik-Rozsnyai Manny Said Sandeep Salunke Sridhar Samu Sudipto Sarkar Maria Sarmento Carolin Scheiben Bruno Schivinski Tali Seger Rania Semaan Kevin Shanahan Nazuk Sharma Duncan Sherese Yuying Shi Chuan-Feng Shih Hyemi Shin Hyun Ju Shin Kunio Shirahada

Shirway Siew Claudia Simoes Reema Singh Jose Ribamar Siqueira Nkosi Sithole Keith Smith Jeffery Smith Elin Brandi Sørensen Juan Carlos Sosa Varela John Spillan Sridhar Sridhar Mary Steffel Vicky Story Carola Strandberg Odile Streed Jaebeom Suh Gillian Sullivan-Mort Nguyen Tran Kearney Treasa Emily Treen Giang Trinh Rohitkumar Trivedi Ting Hsiang Tseng Ceren Turedi Darach Turley Sven Tuzovic Nektarios Tzempelikos Ramaprasad Unni Taylan Urkmez

xix Eric Van Steenburg Joseph Vella Debbie Vigar-Ellis Rohini Vijaygopal Ricardo Villarreal Sylvia von Wallpach Kevin Voss Kathryn Waite Stacie Waites Stephan Wallaschkowski Chih-Chien Wang Yong Wang Hao Wang Valerie Wang Janet Ward Jeremy White Stephen Wigley Ria Wiid Matthew Wilson Len Wright Yi-Chia Wu Ruiliang Yan Natalia Yannopoulou Atefeh Yazdanparast Vignesh Yoganathan Wantao Yu Saman Zehra Michelle Zeng Miao Zhao

Preface

The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has grown and prospered ever since. The relevancy of the Academy’s mission and activities to our chosen target market of the marketing professoriate has been a key factor in attracting the discipline’s best and brightest from all over the world. The revised articles of Association of the Academy, approved by the Board of Governors in the spring of 1984 and by the general membership in the fall of that year, define the mission of the Academy as follows:   1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of bringing theory and practice into practicable conjunction.   2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemination of research results.   3. Provide a forum for the study and improvement of marketing as an economic, ethical, social, and political force and process.   4. Furnish, as appropriate and available, material and other resources for the solution of marketing problems, which confront particular firms and industries on the one hand and society at large on the other.   5. Provide publishing media and facilities for fellows of the Academy and reviewer assistance on the fellow’s scholarly activities.   6. Sponsor one or more annual conferences to enable the fellows of the Academy to present research results; to learn by listening to other presentations and through interaction with other fellows and guests; to avail themselves of the placements process; to conduct discussion with book editors; and to exchange other relevant information.   7. Assist fellows in the better utilization of their professional marketing talents through redirection, reassignment, and relocation.   8. Provide educator fellows with insights and suck resources as may be available to aid them in the development of improved teaching methods, materials, devices, and directions. xxi

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Preface

  9. Seek means for establishing student scholarships and professional university chairs in the field of marketing. 10. Offer fellows of the Academy status to business and institutional executives and organizations. 11. Modify the Academy’s purpose and direction as the influence of time and appropriate constructive forces may dictate. Paris, France Glassboro, USA Glassboro, USA

Felipe Pantoja Shuang Wu Nina Krey

Acknowledgments

This book contains the full proceedings of the 2019 Academy of Marketing Science World Marketing Congress held in Edinburgh, UK. Gratitude and appreciation goes to the University of Edinburgh for cohosting the 22nd World Marketing Congress. Under the theme “Enlightened Marketing in Challenging Times,” this volume incorporates the essence of the “Scottish Enlightenment” by advancing progress and scientific method. With 300 years having passed since the defining era, its core values of rational debate, liberalism, and pursuit of knowledge are increasingly being challenged by a rapidly changing, globally shifting, and digitally-connected world. Indeed, marketers face complex challenges of social, political, economic, and technological nature. In response, research assesses strategies to remain authentic, launch relevant products, build meaningful relationships, and address diverse consumer interests. This congress and accompanying proceedings critically reflect and reframe the roles of marketing in incorporating and advancing ideals as well as actions of the Scottish Enlightenment within contemporary marketing theory and practice. The Academy of Marketing Science would like to recognize the individuals who have contributed to the success of the conference. Special acknowledgment goes to the conference co-chairs, Tina Harrison and Mary Brennan. Their incredible commitment and tireless effort greatly facilitated the coordination of this congress. Furthermore, a warm thank you to Shona Black and Charlotte Naylor for managing local arrangements. As always, track chairs’ contribution to the congress was essential in managing the review process and organizing preliminary sessions. Finally, gratitude is extended to the AMS home office and all the volunteers who diligently work behind the scenes to ensure the success of the event. At this time, our continuous gratitude is also expressed to the Co-Directors of International Programs – Jay D. Lindquist, Barry J. Babin, and John B. Ford. We would like to specifically acknowledge Jay D.  Lindquist for his tireless effort, exceptional commitment, and unceasing dedication over the past years. His service to AMS and the international conferences has truly shaped and developed the WMC to the successful event it is today. Thank you for your amazing work, Jay!

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Acknowledgments

Lastly, the Academy of Marketing Science extends sincere appreciation to all those who submitted their research and presented their ideas, contributed as reviewers and discussion leaders, and all others who volunteered to make the meeting a success. Thank you to all the attendees from around the world who made this congress another special AMS event. The 2019 Academy of Marketing Science World Marketing Congress would not have been possible without the support of these many individuals. Paris, France Glassboro, USA Glassboro, USA

Felipe Pantoja Shuang Wu Nina Krey

Contents

 pplying Evolutionary Psychology in Navigating the A Standardization/Adaptation Debate in International Advertising��������������    1 Lachezar Ivanov  ruth, Half-Truth or Little White Lie? Exploring Public T Sentiment toward Advertising through Cartoon Analysis ��������������������������    9 Ria Wiid and Kerstin Heilgenberg  he Impact of Culture on Humorous Ads: An Abstract������������������������������   23 T Dragana Medic and Jean-Marc Decaudin  arketing Web Trends: An Algorithm and Brand Equity M Nowcasting Application: An Abstract������������������������������������������������������������   25 Stephen L. France and Yuying Shi  rivacy or Personalization? Drivers, Deterrents and Moderators P of Consumers’ Willingness to Disclose Personal Data����������������������������������   27 Teresa Fernandes and Nuno Pereira  ig Data Analytics in Product Innovation Context: An Abstract����������������   37 B Nick Hajli, Mina Tajvidi, Ayantunji Gbadamosi, and Waqar Nadeem  ow Big Data Utilization Affect Firms Marketing-related H Strategies and Performance: An Abstract ����������������������������������������������������   39 Itzhak Gnizy  he Impact of Different Aspects of Perceived Authenticity T on the Tourist-­­Destination Relationship Quality: An Abstract��������������������   41 Xi Fang, Kalliopi Chatzipanagiotou, and Cleopatra Veloutsou  eceptive Use of the ‘Regionality’ Concept in Product Labelling: D An Abstract������������������������������������������������������������������������������������������������������   43 Marc Herz and Adamantios Diamantopoulos

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 rand Heritage vs. Brand Nostalgia: Same Same, but Different?��������������   45 B Stefanie Jensen, Martin Ohlwein, and Sebastian Burczyk I Feel Good: The Impact of Atmospherics General Interior Variables on Shopper Behavior: An Abstract ����������������������������������������������   57 Maher Georges Elmashhara and Ana Maria Soares  xpectations vs. Reality: Can Sensory Incongruence E Generate Positive Emotion and Behaviour in the Online Shopping Context? An Abstract ��������������������������������������������������������������������   59 Brendan Emmerson, Cathy Barnes, and Prithwiraj Nath I nfluencing Consumers’ Buying Behavior through Smell: An Abstract������������������������������������������������������������������������������������������������������   61 Flor Esthela Morton Rodríguez  hinking Creatively through Hands��������������������������������������������������������������   63 T Jung Eun Lee and Nara Youn  ocial Service Robots: What do we Know S and Where do we Go Next? An Abstract ������������������������������������������������������   77 Daniela Berg, Nicole Hartley, and Linda Alkire (née Nasr)  he Impacts of Restaurant Technology on Customer Dining T Experiences: The Moderating Role of Need for Interaction: An Abstract������������������������������������������������������������������������������������������������������   79 Hsin-Hui (Sunny) Hu, Chi-Ting Chen, and Pei-Chun Lai  ow can Firms Stop Negative Word-of-­Mouth? A Typology H of Online Complainants: An Abstract������������������������������������������������������������   81 Wolfgang J. Weitzl, Clemens Hutzinger, and Sabine A. Einwiller  as Luxury Consumption Something to do with Fear and Love?��������������   83 H Caner Cesmeci and Sebnem Burnaz  illennial Consumer’s on Instagram: Implications for Luxury M Brands vs. Celebrity Influencers: An Abstract ��������������������������������������������   97 Lauren Copeland and Jewon Lyu The Elephant in the Room: An Abstract�������������������������������������������������������   99 Mikko Hänninen  omponents of Customer Experience and their Impact C on Co-created Value: An Abstract������������������������������������������������������������������  101 Ozge Demir  an Someone Become Like Someone Else by Eating his C or her Leftovers? Analyzing the Perceived Transmission of Personality Traits through Leftovers: An Abstract����������������������������������  103 Larissa Diekmann

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 ports Marketing Special Session: Youth Sport Participation S and Youth Olympic Games: An Abstract������������������������������������������������������  105 Anahit Armenakyan  ports Marketing Special Session: Cricket S in the North: The Impact of Sports Participation and Sponsorship on Immigrant Social Inclusion and Fostering Welcoming Communities: An Abstract ��������������������������������  107 Natalya Brown, Anahit Armenakyan, and Ankur Shahi  ports Marketing Special Session: S Ice Hockey Consumers: Who Cares about Women Recreational Players? An Abstract����������������������������������������������������������������  109 Denyse Lafrance Horning  ports Marketing Special Session: Enlightened Learning S in Sport Marketing: An Abstract��������������������������������������������������������������������  111 Denyse Lafrance Horning A Multiple-Item Dimensional Scale for Measuring Store Equity ��������������  113 Johara Al Assafe and Abdullah M. Alhidari  rand Strength’s Nomological Net and Dimensional Dynamics: B An Abstract������������������������������������������������������������������������������������������������������  127 Walter Wymer and Riza Casidy  ow Firms Achieve Technology Readiness for IoT Adoption? H Views from Market Orientation and Adaptive Capability: An Abstract������������������������������������������������������������������������������������������������������  129 Yu-Xiang Yen  rom the Stone Age to our Digital Age: A Theoretical F Explication of the Historical Development of International Distribution: An Abstract��������������������������������������������������������������������������������  131 Charles Ingene and Jie G. Fowler  trategic Responses to Dynamic Changes: The Roles of Agility S and Ambidexterity in International Marketing: An Abstract ��������������������  133 Yoel Asseraf and Aviv Shoham  he Underlying Sources of OI-IO’s Strategic T Approaches and International Marketing: An Exploratory Qualitative Study: An Abstract����������������������������������������������������������������������  135 Yoel Asseraf and Aviv Shoham  he Interplay between Market, Innovativeness, Learning, T and Entrepreneurial (MILE) Strategic Orientations and Export Performance: A Configurational Perspective Using fsQCA: An Abstract������������������������������������������������������������������������������  137 Dalia Velan and Aviv Shoham

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Startups and Country of Origin Positioning Strategy: An Abstract ����������  139 Marco Faldini and Carlos E. Lourenço  pecial Session: Relationship Intelligence: Affordance S of AI in Practice: An Abstract������������������������������������������������������������������������  141 Rodrigo Perez-Vega, Paul Hopkinson, Aishwarya Singhal, and Kathryn Waite  pecial Session: Corporate Social Responsibility and AI: S The Case of Fashion: An Abstract������������������������������������������������������������������  143 Patsy Perry, Rachel Ashman, and Iain Duncan Stalker I ’m not Thrilled about my Colonoscopy: Assessing Sentiment and Emotions from Social Media Posts: An Abstract����������������������������������  145 Christine Pitt, Ian McCarthy, Mila Lazarova, Ria Wiid, and Kerstin Heilgenberg  esigned to Spread the Message? Generation Y’s Perception D of Using Social Media for Healthcare Marketing: An Abstract������������������  147 Jeandri Robertson and Caitlin Ferreira  he Impact of Anti-Sugar Public Health Campaigns T on Implicit Attitudes: An Abstract ����������������������������������������������������������������  149 Michael Kaplan, Raeesah Chohan, David Rosenstein, and Mark Drummond  oral Identity in Retail Markets: An Abstract��������������������������������������������  151 M Ioannis Krasonikolakis  aking the Unknown Known: Using I-poems in Qualitative M Marketing Research: An Abstract������������������������������������������������������������������  153 Julie Robson and Caroline Burr  easurement and Implications of Experiential Retail: M An Abstract������������������������������������������������������������������������������������������������������  155 James Reardon, Anita Radon, and Daniel Brannon  orporate Sustainability Crisis Management: C A Conceptual Framework������������������������������������������������������������������������������  157 Guido Grunwald and Jürgen Schwill  hen Will Going Green Enhance Firm Performance?: W An Abstract������������������������������������������������������������������������������������������������������  171 Tanawat Hirunyawipada and Yue Pan  elieve to Go the Extra Mile: Exploring the Influences B of Internal CSR Initiatives on Service Employee Organizational Citizenship Behavior: An Abstract����������������������������������������������������������������  173 Haw-Yi Liang, En-Yi Chou, and Jiun-Sheng Chris Lin

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 essage Framing in CSR Communication: An Abstract����������������������������  175 M Boris Bartikowski and Guido Berens  elf-deservingness and Satisfaction in Co-creative S Customer-Brand Relationships: An Abstract������������������������������������������������  177 Samantha McEvedy, Gillian Sullivan-Mort, Susan Paxton, and Clare D’Souza  Research Framework for Analyzing Customer Journeys A in the Digital Age: An Abstract ����������������������������������������������������������������������  179 Benedikt Lindenbeck  pecial Session: A Bibliometric Review on the Role of E-Commerce S for Firms’ International Growth: An Abstract ��������������������������������������������  181 Riccardo Resciniti, Michela Matarazzo, and Federica De Vanna  pecial Session: Sociodemographic Antecedents S of Psychological Flow: Evidence from Outdoor Adventure Tourism: An Abstract ������������������������������������������������������������������  183 Cesare Amatulli, Alessandro M. Peluso, Luca Petruzzellis, and Gianluigi Guido  etting the Most from Omnichannel Management Strategy: G Special Session: Best Articles from the Italian Marketing Association: An Abstract��������������������������������������������������������������  185 Valeria Belvedere and Annalisa Tunisini  pecial Session: Luxury Consumer Perceptions S of Brand Charisma: An Abstract��������������������������������������������������������������������  187 Nicholas J. Ashill, Rania W. Semaan, and Paul Williams  pecial Session: Drivers of Female Luxury Consumption S in the Gulf Region: An Abstract ��������������������������������������������������������������������  189 Rania W. Semaan, Valerie Lindsay, Paul Williams, and Nicholas J. Ashill  pecial Session: Investigating Pre-Loved Luxury S Brand Consumption: An Abstract������������������������������������������������������������������  191 Yunjie Lu, Cleopatra Veloutsou, and Katherine Duffy  he Role of Employee Attachment in Creating Service Climate: T A Low-­Skilled Workers’ Perspective: An Abstract��������������������������������������  193 Ines Branco-Illodo, Lisa Qixun Siebers, Linda Lee, and Fei Li  ode-Switching in Advertising to Ethnic Bilingual Minorities: C The Case of Health Care Services������������������������������������������������������������������  195 Olga Kvasova and John Buffington Legitimacy of Negative Online Customer Engagement: An Abstract��������  205 Kathryn Waite, Nurdilek Dalziel, and Tina Harrison

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 rand Spillover within the Insurance Ecosystem: An Abstract������������������  207 B Julie Robson, Jillian Farquhar, and Samreen Ashraf  uilding Legitimacy for CSR in Banking through Marketing B Communications: Enlightenment from Sub-Saharan Africa: An Abstract������������������������������������������������������������������������������������������������������  209 Linda Deigh, Jillian Farquhar, and Julie Robson  ecision Delegation and Trust: Insights from Financial Services: D An Abstract������������������������������������������������������������������������������������������������������  211 Sanjit K. Roy, James F. Devlin, Harjit Sekhon, and Xuemei Bian  ecoding User-Generated Images as a New Genre of eWOM: D An Abstract������������������������������������������������������������������������������������������������������  213 Shuyu Lin  xamining the Strategic Alignment Effect Between Strategic E Orientation and Market Orientation on Business Performance ����������������  215 Hui-Ling Huang, Yue-Yang Chen, and Shang-Wen Chuang  ealing with Ambiguity in Online Customer Reviews: D The Topic-Sentiment Method for Automated Content Analysis������������������  227 Edward Boon and Elsamari Botha  ation Brands in Expert Electronic Word-­of-­Mouth: An Abstract������������  239 N Zixuan “ Mia” Cheng, Chatdanai Pongpatipat, and Leyland Pitt  n Adaptation of the Source Credibility Model A on Social Influencers: An Abstract����������������������������������������������������������������  241 Klaus-Peter Wiedmann and Walter von Mettenheim  ndorser Credibility and Psychological Ownership E in the Social Media-Based Influencer Marketing Context: An Abstract������������������������������������������������������������������������������������������������������  243 Mandy Pick  oes Positive E-WOM Always Improve Firm’s Performance? D Evidences from Emerging Markets: An Abstract����������������������������������������  245 Ronaldo Pereira Nunes and José Marcos Carvalho de Mesquita  eterminants of the Marketing Budget Allocation D Process across Countries Using Artificial Neural Network Classification: Japan, Germany, United States: An Abstract����������������������  247 David J. Smith I mproving Exporting through Innovating in the Developing Country Context: An Abstract������������������������������������������������������������������������  249 Cheryl Nakata

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 roduct Adaptation for Rural Markets: A Social Relations P Approach: An Abstract������������������������������������������������������������������������������������  251 G. Sridhar, Vaibhav Chawla, and Teidor Lyngdoh I ntegration of Geddesian Town Planning Theory into Marketing: An Interdisciplinary Approach for Bottom of Pyramid Market: An Abstract������������������������������������������������������������������������������������������������������  253 Ayush Chaudhary and Varisha Rehman  oes Capability Increase Firm Performance at All Times? D An Assessment of Firm Involvement Capability: An Abstract��������������������  255 Thomas Anning-Dorson  he Customers’ Role in Service Recruitment T and Retention in the Sharing Economy: An Abstract����������������������������������  257 Daniel J. Petzer and Estelle van Tonder  ustomer Channel Adoption and Migration Behavior C in an Extensive Channel Environment: An Abstract������������������������������������  259 Yuying Shi and Chris Myer  rand and Market Orientations Linkage with Firm Performance: B Towards a Hybridised Conceptual Framework: An Abstract ��������������������  261 Linda Narh, Mahmoud A. Mahmoud, Ernest Y. Tweneboah-Konduah, and Raphael Odoom  ynamic Pricing and Shopping Cart Abandonment D in Online Retail: An Abstract�������������������������������������������������������������������������  263 Mikko Hänninen and Carl-Philip Ahlbom  n Extension of Consumers’ Green Consumption Value A to Financial Life: An Abstract������������������������������������������������������������������������  265 Heejung Park  he Ultimate Marketing Challenge: Understanding T Environmentally Conscious Consumer Behaviour and the Role of Environmental Concern: An Abstract�����������������������������������������������������������  267 Treneya Reddy and Debbie Ellis Review of Organic Produce Purchasing in Canada: An Abstract��������������  269 Taylor Hummel and Anahita Baregheh  iffering Impacts of Price Pressure and Innovation Pressure: D An Abstract������������������������������������������������������������������������������������������������������  271 R. Mohan Pisharodi and Ravi Parameswaran  vercoming Territorial Tensions in Servitized Networks: O An Abstract������������������������������������������������������������������������������������������������������  273 Judy Zolkiewski, Jamie Burton, Vicky M. Story, Chris Raddats, Tim Baines, and Dominic Medway

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 he Role of Luxury Consumption Motivations in Luxury Brand T Communication: An Abstract ������������������������������������������������������������������������  275 Cesare Amatulli, Matteo De Angelis, and Carmela Donato  nderstanding the Marketing Anatomy of the Modern U Menswear Fashion Brand: An Abstract��������������������������������������������������������  277 Julie McColl and Christopher Moore  he Influence of Customer Involvement in Data Analytics T on Innovation: An Abstract����������������������������������������������������������������������������  279 Haisu Zhang and Yazhen Xiao  he Effectiveness of Specific Go-to-Market Strategies T for Digital Innovation Adoption: An Abstract����������������������������������������������  281 Monika C. Schuhmacher, Elisa Konya-Baumbach, Sabine Kuester, and Victoria Kuharev  ocial Power and Entrepreneurial Action: An Abstract������������������������������  283 S Sherese Y. Duncan  Cross-National Investigation of Students’ Views of International A Marketing/Business Topics and their Preferred Learning Methods: An Abstract��������������������������������������������������������������������������������������  285 Ali Kara, Alma Mintu-Wimsatt, John Spillan, Long Zhang, and Carlos Ruiz  wo Birds, One Survey: Experiential Learning by Students T and Faculty Using a Marketing Research Module: An Abstract����������������  287 Jessica Hoppner and Betsy Tretola  he Impact of Gamification on Learner Engagement, T Enjoyment and Performance: An Abstract ��������������������������������������������������  289 Taylan Yalcin, Ekin Pehlivan, and Cristina Nistor  xploring the Construction of Crib Sheets: An Abstract����������������������������  291 E John Bredican, Jayne Heaford, Anouk de Regt, and Kirk Plangger  pecial Session: Why Multicultural Marketing is No Longer S Enough for the Rainbow Nation: Conceptualising the Role of Marketing in Intercultural Relations in Post-Colonial Contexts: An Abstract��������������������������������������������������������������������������������������  293 Lizette Vorster, Eva Kipnis, Gaye Bebek, and Catherine Demangeot  pecial Session: Examining Implications of Marketing S (mis)Representation on Wellbeing of Consumers with Disabilities: A Cross-Cultural Comparison: An Abstract ������������������������������������������������  295 Shauna Kearney, Eva Kipnis, and Ian Brittain

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 pecial Session: Examining the Effects of Multicultural S Integrated Advertising Message Framing on Perceived Benefits of Multiculturalism: An Abstract������������������������������������������������������������������������  297 Eva Kipnis, Chris Pullig, Catherine Demangeot, Cristina Galalae, Julie Emontspool, Oscar Ybarra, and Kimberly Rios  he Highs and Lows of Consumer Expectations in Relation T to Commercial Weight-Loss Programs: An Abstract ����������������������������������  299 Samantha McEvedy, Gillian Sullivan-Mort, Susan Paxton, and Clare D’Souza I mportance of Self-Control in Facilitating Healthy Food Purchasing Behaviour Despite Cue Disruption: An Abstract������������������������������������������  301 Sarah Jane Flaherty, Mary B. McCarthy, Alan M. Collins, Claire McCafferty, and Fionnuala M. McAuliffe  ustainable Food Consumption: The Influence of Governmental S Assistance Programs on Low-Income Consumers’ Decision-Making: An Abstract������������������������������������������������������������������������  303 Heejung Park and Matthew Lunde  erception of Digitalization across a Typology of Consumer P Behavior: An Abstract ������������������������������������������������������������������������������������  305 Oliver Gansser and Carsten D. Schultz  hen Social-Recognition Trumps Financial Incentives W as Desired Currency: An Abstract������������������������������������������������������������������  307 Kerry T. Manis  ate is Such a Strong Word… Or is it? An Abstract������������������������������������  309 H Aslı Kuşçu  rand Hate and Non-Repurchase Intention: B The Mediator Role of Word-of-­­Mouth: An Abstract������������������������������������  311 Marco Cioppi, Ilaria Curina, Barbara Francioni, Sabrina M. Hegner, and Elisabetta Savelli  pecial Session: How does Marketing Fit in the World? S Questions of Discipline Expertise, Scope, and Insight: An Abstract����������  313 Martin Key, O.C. Ferrell, Leyland Pitt, Jan Kietzmann, and Sarah Lord Ferguson  ugmented Reality: What Motivates Late Millennials A towards Fashion Mobile Apps?����������������������������������������������������������������������  315 Mafalda Teles Roxo and Pedro Quelhas Brito I s an Airport Like any Other Mall? Identification of Passengers’ Activities Patterns in an International Airport ��������������������������������������������  329 Victor Mejía, Philippe Luu, Mantiaba Coulibaly, Djamila Elidrissi, and Alain Simard

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 ultural Effects: Consumption Choice and Subjective C Well-Being of Consumers in Emerging Markets: An Abstract��������������������  343 Gregory Kivenzor  elf-Construal and Green Behaviors: A Study of Young S American and Japanese Consumers: An Abstract ��������������������������������������  345 Alexander Muk and Christina Chung  nderstanding Chinese Consumers’ and Chinese Immigrants’ U Purchase Intentions toward Global Brands with Chinese Elements: The Moderating Role of Acculturation: An Abstract ����������������������������������  347 Michel Laroche, Marie-Odile Richard, and Muxin Shao  olutions Salesperson’s Problem Solving Approaches: S An Exploration from the Customer’s Perspective: An Abstract ����������������  349 Sreedhar Madhavaram, Vishag Badrinarayanan, Radha Appan, and Indu Ramachandran  alesperson’s Resilience and its Effect on Sales Performance S in the Presence of Ambiguity-Based Role Stress and the Interplay with Proactivity: An Abstract������������������������������������������  351 Sebastian Pyka and Cornelia Zanger  aking Sense of Online Reviews: A Machine Learning Approach: M An Abstract������������������������������������������������������������������������������������������������������  353 Dana E. Harrison and Haya Ajjan  he Three-Component Multidimensional Model T of Self-Image Congruence: An Abstract��������������������������������������������������������  355 Magdalena Kolańska, Oleg Gorbaniuk, and Michał Wilczewski  Case for Fat: How Increasing Dietary Fat A (and Decreasing Carbohydrates) Can Treat Cancer, Obesity, and Heart Disease and why Marketers Should Care: An Abstract������������  357 Julie Guidry Moulard and Shannon Rinaldo “ How Often Do Your Kids Have Fast Food for Lunch?” Gaining Insights when Marketing a Sensitive Product to a Vulnerable Target Group: An Abstract��������������������������������������������������  359 Fabian Nindl and Cordula Cerha The Professor Brand: An Exploratory Study: An Abstract������������������������  361 Adele Berndt and Darko Pantelic  rand Purpose: Perspectives and Purchase Behaviour B of Generation Z: An Abstract ������������������������������������������������������������������������  363 Julie McColl and Elaine Ritch

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 ake News and the Willingness to Share: The Role of Confirmatory F Bias and Previous Brand Transgressions: An Abstract��������������������������������  365 Kelly Weidner, Frederik Beuk, Anjali Bal, and Zhen Zhu  mergence of Social Power in Business to Business Relationships: E An Abstract������������������������������������������������������������������������������������������������������  367 Sherese Y. Duncan I s Transparent Cost Always Good? Different Effects of Cost Transparency on Consumer Perceptions by Retail Price and Product Type: An Abstract������������������������������������������������������������  369 Sojin Jung, Hyeon Jeong Cho, and Byoungho Ellie Jin  ow Brand Empowerment Strategies Affect Consumer Behavior: H From the Psychological Ownership Perspective: An Abstract��������������������  371 Songyee Hur and Sejin Ha  xploring Customers’ Motives to Engage in Value Co-creation: E An Abstract������������������������������������������������������������������������������������������������������  373 Sanjit K. Roy, Gaganpreet Singh, and Harjit Sekhon  Motivation Account of Co-creation Effect: A The Role of Regulatory Focus on Consumer Willingness to Pay for Co-creation Activities: An Abstract����������������������������������������������������������  375 Tang Yao, Lan Xia, and Qiuying Zheng  he Missing Link: Where Does Value Fit in the Picture: T An Abstract������������������������������������������������������������������������������������������������������  377 Brian L. Bourdeau, J. Joseph Cronin Jr, Christopher D. Hopkins, Duane M. Nagel, and Colleen Bourdeau  xploring Destination Image of Outlying Island Agriculture E from Service-­Dominant Logic Perspective: An Abstract ����������������������������  379 Jia-Wei Tang, Tsuen-Ho Hsu, and Ming-Lun Chen  ediating Effect of Ad Scarcity and Attention on Recall M for Ephemerality in Marketing: An Abstract������������������������������������������������  381 Hitmi Khalifa Alhitmi, Jake Ansell, and Ben Marder ‘ No to Modern Football’: The Digitized Amplification of Collaborative Glocalization among Extreme Fan Communities: An Abstract������������������������������������������������������������������������������������������������������  383 Dave Alton and Stephen R. O’Sullivan  redicting Engagement Generated by Digital Interactions: P An Abstract������������������������������������������������������������������������������������������������������  385 Karla Barajas-Portas

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 indfulness of Ethical Codes of Conduct in DIY Marketing Research M Decisions: An Abstract������������������������������������������������������������������������������������  387 Jack D. Kulchitsky and Chad Saunders  onsumer Ethical Judgement of Threat Appeals: An Abstract������������������  389 C Caroline Moraes, Finola Kerrigan, and Roisin McCann  onstruing Ethical Consumer Behaviour through Mindfulness: C An Abstract������������������������������������������������������������������������������������������������������  391 Tai Anh Kieu  pecial Session: Nonprofit and Nongovernmental Organization S Marketing: Reflections in the Context of the Scottish Enlightenment: An Abstract ��������������������������������������������������������������������������  393 Gillian Sullivan Mort, Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, and Ben Lowe  pecial Session: The Importance of Internal Marketing S of Organizational Continuity Planning for Nonprofit Organizations: An Abstract������������������������������������������������������������������������������������������������������  395 Theresa A. Kirchner and John B. Ford  pecial Session: Optimizing the Design of Volunteering Appeals: S A Choice-­Base Conjoint Study Based on the Theory of Functional Volunteering Appeals: An Abstract����������������������������������������������������������������  397 Jörg Lindenmeier, Stephan Olk, and Dieter K. Tscheulin  pecial Session: Market vs. Non-Market Approaches: Does Nonprofit S Marketing Unite Both Positions of Adam Smith?: An Abstract������������������  399 Gillian Sullivan Mort, Ben Lowe, Clare D’Souza, Tanvir Ahzmed, Rafi Ahmed, and Marthin Nanere  pecial Session: Connecting With Consumers S in Subsistence Marketplaces: An Abstract����������������������������������������������������  401 Nishant Kumar and Ben Lowe  he Impact of Personality and Social Media Use on Price T Consciousness: An Abstract����������������������������������������������������������������������������  403 Rajesh Iyer, Jacqueline K. Eastman, Kevin L. Eastman, Sianne Gordon-­­Wilson, and Pratik Modi  he Effect of Anxiety and Anti-Social Content T on Social Media Use: An Abstract������������������������������������������������������������������  405 Edith Galy and Monica Hernandez  onsumer Behavior during Recessions: A Qualitative Approach: C An Abstract������������������������������������������������������������������������������������������������������  407 Maria Sarmento, Susana Marques, and Mercedes Galan-Ladeiro

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 ffects of Wartime Crisis Perceptions on the Effectiveness E of Political Advertising: The Moderating Role of Political Involvement ����������������������������������������������������������������������������������  409 Ali Bassam Mahmoud, Nicholas Grigoriou, William D. Reisel, and Dieu Hack-Polay  Configurational Approach to Consumer Animosity: A An Abstract������������������������������������������������������������������������������������������������������  423 Paolo Antonetti and Danae Manika  ediated Effect of Religious Commitment between Individual M Cultural Values and Brand Love in Millennial Consumers: An Abstract������������������������������������������������������������������������������������������������������  425 Paula Rodrigues and Paula Costa  odern vs. Traditional Luxury Brand Personality M and Digital Strategy: An Abstract������������������������������������������������������������������  427 Kirsten Cowan and Alena Kostyk  he Customers’ Brand Identification with Luxury Hotels: T A Social Identity Perspective��������������������������������������������������������������������������  429 Raouf A. Rather and Mark Anthony Camilleri  eterminants of Luxury Purchase Intentions D in a Recessionary Environment: An Abstract ����������������������������������������������  445 Arezoo Davari, Pramod Iyer, Francisco Guzmán, and Cleopatra Veloutsou  he Influence of a Website’s Virtual Hospitality T on Well-being and Behavioral Intentions Towards Sustainable Transportation: An Abstract��������������������������������������������������������������������������  447 Soffien Bataoui, Jean-Luc Giannelloni, and Agnès Helme-Guizon The Rise of Virtual Commerce: An Abstract������������������������������������������������  449 Anouk de Regt, Stuart J. Barnes, and Kirk Plangger  nderstanding Customer Experience on Personalized Websites: U An Abstract������������������������������������������������������������������������������������������������������  451 Laetitia Lambillotte, Nathan Magrofuoco, Ingrid Poncin, and Jean Vanderdonckt  he Impact of Integrated Quality on Hospital Performance: T An Abstract������������������������������������������������������������������������������������������������������  453 Sidney Anderson, Jeffery Smith, and Jeff Shockley  n Assessment of the Influence of Descriptive Factors A on the Direction of the Sustainability in the Healthcare Sector: An Abstract������������������������������������������������������������������������������������������������������  455 Rocio Rodríguez, Göran Svensson, and David Eriksson

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 he Effectiveness of Anti-Smoking Fear Appeals: An Abstract������������������  457 T Dan Petrovci, Riadh Salhi, and Linda L. Golden  haring Fashion: An Abstract������������������������������������������������������������������������  459 S Rachel Vieira, Neil Towers, and Louise Reid  et it Before it’s Gone: Understanding Scarcity Perceptions G in Fashion: An Abstract����������������������������������������������������������������������������������  461 Alexandra Krallman, Mark Pelletier, and Donald Barnes  audi Consumer Perceptions of International Luxury S Fashion Brands’ Social Media Marketing Activities: An Abstract ������������  463 Sarah Alosaimi, Patsy Perry, Rosy Boardman, and Iain Duncan Stalker  evisiting Consumers’ Motivation to Process Brand Information: R Leveraging the Motivation to Use Advertising Media to Improve Advertisement Persuasiveness: An Abstract ������������������������������������������������  465 Krisitn Stewart, Isabella Cunningham, and Matt Kammer-Kerwick  he Impact of Narrative Advertisement on Consumers’ T Brand Experience: An Abstract����������������������������������������������������������������������  467 Pei-Ju Tung and Aihwa Chang  he Relationship between Internal Locus of Control T and Purchase Intention of Green Products: The Moderation Effect of Product Anthropomorphism: An Abstract������������������������������������������������  469 Abdullah Saad Rashed, Ahmad Daryanto, and Juliana Sutanto  onsumer Resistance to Responsible Energy Behaviour: C An Abstract������������������������������������������������������������������������������������������������������  471 Dhouha El Amri  owerful Others, Chance or Fate: How Perceptions P of Enablers and Constraints Mediate External Environmental Locus-of-­Control Effects on Proenvironmental Behaviors: An Abstract������������������������������������������������������������������������������������������������������  473 Mark Cleveland and Jennifer L. Robertson  ustomers as “Partial Marketing Employees”: C An Alternative Approach to Closing the Green “Attitude-­Behaviour” Gap: An Abstract ������������������������������������������������������  475 Estelle van Tonder, Sam Fullerton, and Leon T. de Beer  he Effect of Social Network Endorsement Type T on Subsequent Endorsement Likelihood of Nonprofits and For-Profit Companies: An Abstract����������������������������������������������������������������������������������  477 Maryam Tofighi, Ebrahim Mazaheri, and Jeffrey E. Anderson  oward Developing a Valenced Model of Fit in Cause-related T Marketing: An Abstract����������������������������������������������������������������������������������  479 Jennifer Liebetrau and Debra Z. Basil

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 SR 2.0 Politically Charged Causes and the Stock Market: C An Abstract������������������������������������������������������������������������������������������������������  481 Maria Petrescu and Paul Koku  nderstanding Preferences for Gender-­Congruent U Clothing in Children’s Wear: An Abstract����������������������������������������������������  483 Krista M. Hill, Anjali S. Bal, and Dhruv Grewal  he Gain from Pain: An Abstract������������������������������������������������������������������  485 T Kerry Chipp and Natalia Mendes de Barros  Scale of Consumer Wisdom: An Abstract��������������������������������������������������  487 A Michael Gerhard Luchs, David Glen Mick, and Kelly Haws  an Imagination Travel the Distance? Investigating the Role C of Spatial Distance in Elaborative Thought Processes: An Abstract����������  489 Charlene A. Dadzie and Nancy Spears  uilding Online Brand Community around your Brand: B Exploring the Moderating Role of Function-Based Supports: An Abstract������������������������������������������������������������������������������������������������������  491 Cheng-Yu Lin and En-Yi Chou  oes Ambidexterity in Marketing Pay Off? The Role D of Absorptive Capacity: An Abstract ������������������������������������������������������������  493 Hillbun Ho, Oleksiy Osiyevskyy, James Agarwal, and Sadat Reza  ationalizing and Integrating Strategic Marketing Knowledge: R Applying the Resource-Advantage Theory: An Abstract����������������������������  495 Arturo Z. Vasquez-Parraga  ioneering Orientation as Mediator between Absorptive P Capacity and New Product Performance: An Abstract��������������������������������  497 Gavriel Dahan and Aviv Shoham Healthy Lifestyle and Food Waste Behaviour: An Abstract������������������������  499 Elisabetta Savelli, Barbara Francioni, and Ilaria Curina  ustainable Food Consumption Practices: How Marketing S can Contribute to Institutional Change: An Abstract����������������������������������  501 Sabrina Hombourger-Barès, Geraldine Thevenot, and Maryline Schultz  an FinTech Deliver a Customer-Centric Experience? An Abstract����������  503 C Vandana Pareek, Tina Harrison, Abhishek Srivastav, and Timothy King  ustomer Participation in Creating Customer Satisfaction: C An Abstract������������������������������������������������������������������������������������������������������  505 Li-Wei Wu, Chen-Yu Lin, and Fang-Sheng Shih  Customer Engagement Literature Review and Research A Directions: An Abstract ����������������������������������������������������������������������������������  507 Liliane Abboud, Helen L. Bruce, and Jamie Burton

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 xploring the Holistic Customer Experience Gestalt through E its Elements: An Abstract��������������������������������������������������������������������������������  509 Karim Sidaoui, Jamie Burton, and Babis Theodoulidis  nderstanding Online Service Recovery from a Prospective U Consumer Perspective: An Abstract��������������������������������������������������������������  511 Ran Huang and Sejin Ha Team-Building Activity to Deliver Marketing Concepts: An Abstract ������  513 Anahit Armenakyan  istory of Marketing Channels in North America: An Abstract����������������  515 H Karen Hopkins and O.C. Ferrell  vercoming Challenges in Marketing Theory Education: O An Abstract������������������������������������������������������������������������������������������������������  517 Matthew Wilson, Kerstin Heilgenberg, Jeannette Paschen, Karen Robson, Rebecca Dingus, and Vida Julija Morkunas  xamining the Drivers and Consequences of Salesperson Evasive E Hiding: An Abstract����������������������������������������������������������������������������������������  519 Nawar N. Chaker, Edward L. Nowlin, Doug Walker, and Nwamaka A. Anaza  daptive Selling and Customer Orientation as Mediators A Between Managerial Coaching and Performance: A Chinese Study: An Abstract������������������������������������������������������������������������  521 Claudio Pousa, Yunling Liu, and Asad Aman  he Indecisive Sales Manager: An Abstract��������������������������������������������������  523 T Jay P. Mulki and Felicia G. Lassk  alidating the Sequential Logic of Quality Constructs V in Seller-Customer Business Relationships: Antecedents, Mediator and Outcomes: An Abstract ����������������������������������������������������������  525 Janice Payan, Göran Svensson, and Nils Høgevold  he Relevance of UTAUT and UTAUT 2 to Online Gambling T Intentions: An Abstract ����������������������������������������������������������������������������������  527 Jirka Konietzny, Albert Caruana, Mario Cassar, and Joseph Vella  nalyzing the Consumer Journey for Long-Distance Thru-Hikes: A An Abstract������������������������������������������������������������������������������������������������������  529 Michael D. Basil Using Virtual Reality to Enhance Brand Experiences: An Abstract����������  531 Kirsten Cowan, Seth Ketron, and Alena Kostyk I nfluence of Brand Attractiveness and Brand-Self Connections on Brand Evangelism: An Abstract����������������������������������������������������������������  533 Enrique Becerra and Vishag Badrinarayanan

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 he Interactive Effects of Product Design and Environment T Congruence on Consumers’ Cognitive and Affective Responses: An Abstract������������������������������������������������������������������������������������������������������  535 Ehsan Naderi, Iman Naderi, and Bimal Balakrishnan I mpact of Regulatory Fit on Consumers’ Evaluation of Brands’ Fair Labor Messages: An Abstract����������������������������������������������������������������  537 Gargi Bhaduri and Sandeep R. More  he Impact of ‘Need for Touch’ in Online Retailing for Produce: T An Abstract������������������������������������������������������������������������������������������������������  539 Frauke Kühn, Marcel Lichters, and Nina Krey  ntomophagy: Understanding Consumers’ Value Perceptions E and Intentions to Consume Edible Insects����������������������������������������������������  541 Claudio Pousa, Zachary Lepage, and Farshid Shams  sing Eye-Tracking and Retrospective Think Aloud as a Probing U Tool in Food Labelling Research: An Abstract ��������������������������������������������  555 Sean Tanner, Mary McCarthy, and Seamus O’Reilly  xtending the TPB Model to Explain Public’s Purchase E Intention of Sustainability Labeled Coffee in Taiwan: The Moderating Role of Climate Change Skepticism: An Abstract ����������  557 Mei-Fang Chen  ffect of Multiple Relationship Quality on New Product Adoption: E An Abstract������������������������������������������������������������������������������������������������������  559 Jaebeom Suh, Swinder Janda, and Jiho Yoon  xperience Co-creation, Employer Branding, Customer E Loyalty: A Multi-level Analysis: An Abstract������������������������������������������������  561 Chao-Chin Huang  xamination of Sustainability through the Time E in the Public Healthcare Service Network: An Abstract������������������������������  563 Rocio Rodríguez, Göran Svensson, and Carmen Otero-Neira  omen in Management: Changing Organizational Cultures W in Peru, Mexico and USA: An Abstract ��������������������������������������������������������  565 Edith Galy and Mei Han  he Influence of Institutional Distance on the Psychological T Contract and Commitment in Exporter-Distributor Relationships: An Abstract������������������������������������������������������������������������������������������������������  567 Richa Chugh, Valerie Lindsay, Dave Crick, and Annie H. Liu I nnovating for the Less Affluent Consumer in Emerging Markets: An Abstract������������������������������������������������������������������������������������������������������  569 Gillian Sullivan Mort, Tanvir Ahmed, Rafiuddin Ahmed, Marthin Nanere, and Clare D’Souza

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 he Role of “Grit” in Overcoming Negative Financial Situations and T Increasing Consumer Well-being: An Abstract��������������������������������������������  571 Heejung Park  easuring Front-End of Innovation Performance: An Abstract����������������  573 M Mayoor Mohan and Kevin E. Voss I nvestigating the Impact of Strategic New Product Development Process Changes on Innovation Reputation��������������������������������������������������  575 Todd Morgan and Michael Obal  uccessful Relationship Approaches During New Product S Development in Technology-Based Industrial Markets: An Abstract��������  589 Gerard A. Athaide and Sandeep Salunke  Study of Job Stressors Among B2B Senior Solicitors: An Abstract��������  591 A Arash Valipour, Ghasem Zaefarian, Matthew Robson, and Zhaleh Najafi-Tavani When Does the Service Provider’s Accent Matter? An Abstract����������������  593 Alastair Tombs and Sally Rao Hill  nderstanding Points Collection and Redemption Behaviors U in a Gamified Fitness Program: An Abstract������������������������������������������������  595 Kirk Plangger, Colin Campbell, Karen Robson, Jianyu Hao, and Matteo Montecchi  hat Roles do Perceived Values and Motivations Play W in M-Commerce Usage across National Contexts: An Abstract������������������  597 Abdul R. Ashraf, Narongsak Thongpapanl, Luciano Lapa, and Ali Anwar  he Impact of Self-Disclosure by Social Media Influencers T on Consumer Behaviour: An Abstract ����������������������������������������������������������  599 Sara AlRabiah, Ben Marder, and David Marshall  illennials Engagement and Loyalty to their Loved Brands M on Social Media������������������������������������������������������������������������������������������������  601 Teresa Fernandes and Inês Inverneiro  Meta-Analysis of the Relationship between Place Attachment A and Pro-Environmental Intention: An Abstract ������������������������������������������  609 Ahmad Daryanto, Zening Song, and Didier Soopramanien  ountry-of-Origin Ecological Image: Exploring the Construct C Dimensions Across France and Australia: An Abstract��������������������������������  611 Omar El Moussawel, Sihem Dekhili, and Roberta Crouch  he Power of Digital Nudge: Moving Towards Public Transportation T and Debunking False Beliefs: A Conceptual Framework: An Abstract�����  613 Aditya Kumar Purohit and Agnès Helme-Guizon

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 n Examination of the Sustainability in Private Healthcare A Companies from the Past to the Present: An Abstract ��������������������������������  615 Rocio Rodríguez, Göran Svensson, and Carmen Otero-Neira  ustainable Tourism Development: Social Value or Social S Hazard? An Abstract ��������������������������������������������������������������������������������������  617 Rama Jayanti, Rajat Sharma, and Kunal  o they Expect Differently in Hotel Experiences? D Views of Eastern vs. Western: An Abstract ��������������������������������������������������  619 Raksmey Sann, Chi-Ting Chen, Pei-Chun Lai, and Hsin-Hui (Sunny) Hu  he Influence of Social Capital in Leisure Communities: T Implication for Leisure and Tourism Marketing: An Abstract ������������������  621 Cheng-Chieh Hsiao and Ta-Kuang Hsu Ethics Rankings and Value Creation: An Abstract��������������������������������������  623 Ralitza Nikolaeva, Marco Visentin, and Stefano Mengoli  vercoming the Perceived Performance Inferiority O of Sustainable Product: An Abstract��������������������������������������������������������������  625 G. Balaji and Anandakuttan B. Unnithan  eveloping an Individual-Level Scale for Indulgence D vs. Restraint: The Sixth Dimension of Hofstede’s Framework: An Abstract������������������������������������������������������������������������������������������������������  627 Ali Heydari, Michel Laroche, and Marie-Odile Richard  re You Being Served? Exploring Consumer Perspectives A of Retail Brand Integrity: An Abstract����������������������������������������������������������  629 Elaine L. Ritch and Julie McColl

Applying Evolutionary Psychology in Navigating the Standardization/ Adaptation Debate in International Advertising Lachezar Ivanov Abstract  The standardization/adaptation debate in international advertising is a topic on which little consensus prevails and which remains heavily discussed. By relying on evolutionary psychology, I develop a typology of advertising cues and explain their cross-cultural transportability. I highlight three distinct categories  – human universals (evolved similarities), local adaptations (evolved differences), and local socialization (differences not due to evolution). The paper contributes to advertising theory by providing a meta-framework for the study of cross-cultural similarities and differences in the processing of advertising cues. It further assists advertising practice by delivering a framework aiding in cross-cultural advertising copy decisions. Keywords  Cross-cultural advertising · International advertising · Evolutionary psychology · Standardization · Adaptation

Introduction Because advertising, effective advertising, is an appeal to human fundamental needs, desires, and motivations, it is an appeal to basic human nature. People the world over have the same basic need for food, clothing, and shelter, the same ambitions, the same egotism, and the same temptations. The setting changes, the climate, the culture, the idiom, but the basic human nature is the same everywhere. And so, the traditional advertising appeals of economy, comfort, advancement, and social approval are equally applicable in all markets (Leo 1964, pp. 181–2).

This work was supported by the Dieter Schwarz Foundation L. Ivanov (*) European University Viadrina, Frankfurt, Germany e-mail: [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_1

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Norton B. Leo, vice-president of an international American advertising agency, envisioned in 1964 that with the passage of time and the rise in communication and travel facilities, the standardization approach to international advertising, as opposed to the adaptation approach, will gain in importance and practicality. A polemic topic among practitioners and academics back then, the standardization versus adaptation debate has persisted in international advertising literature (Koslow and Costley 2010). The debate revolves around the central question of whether local environments affect how consumers respond to advertising (Taylor 2005). If local environments do affect perception, then a local adaptation approach is probably a better choice than a global standardization approach. If not, a global standardization approach may represent a viable option, allowing for a unified corporate image and cost savings. Alas, despite the emergence of a plethora of studies on the topic, little consensus has been achieved and the question remains heavily discussed. In his review paper spanning 40 years of research on the debate, Agrawal (1995) points out that practitioners are more likely to consider the standardization approach, whereas academics tend to favor and argue for the adoption of the adaptation approach. The scholar explains this contradiction with the inability of academics to provide practitioners with practical frameworks for decision making. To resolve the conflict, Agrawal (1995, p. 45) calls for the development of a theory that can “determine when and to what extent standardization should be used”. By relying on evolutionary psychology, the present conceptual paper has the aim to provide an answer to this call. The current article introduces core concepts of evolutionary psychology – levels of explanation, and domain specificity – and develops a typology of cross-cultural advertising cues, consisting of three categories – human universals (evolved similarities), local adaptations (evolved differences), and local socialization (differences not due to evolution). The paper contributes to advertising theory by providing a meta-framework for the study of cross-cultural similarities and differences in the processing of advertising cues. It further assists advertising practice by delivering a framework aiding in cross-cultural advertising copy decisions.

Levels of Explanation and Domain Specificity Evolutionary psychology is a relatively new theory that looks into adaptive pressures from our ancestral past that may help explain modern human behavior (Cary 2000; Cosmides and Tooby 2000; Saad 2017). At the center of it is the differentiation between proximate and ultimate levels of explanation. Proximate causes are related to causal explanations that are relatively up-close and have immediate influences – what currently occupies people’s cognitions and emotions. They provide answer to the question of how a phenomenon is happening. Ultimate causes include functional explanations that are considered more distant and consumers are sometimes unaware of them (Barrett and Kurzban 2006). They give answer to the question of why a phenomenon is happening by exploring its adaptive utility. Evolutionary

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psychologists assert that behavior always has both proximate and ultimate causes. Therefore, in order to fully explain a behavior, academics need to consider both causes (Tinbergen 1963). Alas, most research in the fields of consumer studies and the social sciences has been conducted at the proximate level (Saad 2017). According to Griskevicius and Kenrick (2013), while a myriad of motives can explain behavior at the proximate level, there is a much narrower set of motives that behavior might aid at the ultimate level. Saad (2007) classifies these motives in four key Darwinian modules  – survival, mating, kin investment, and reciprocity. Human behavior is viewed as guided not by general-purpose content-free mechanisms (e.g., learning), but by domain-specific mechanisms linked to these modules (e.g., a psychological mechanism specialized for avoiding infectious diseases; Wang et al. 2018).

 oward a Darwinian Typology of Cross-Cultural T Advertising Cues After having introduced the core features of the evolutionary perspective, I develop a Darwinian typology of advertising cues and explain their cross-cultural transportability. I highlight three distinct categories – human universals (evolved similarities), local adaptations (evolved differences), and local socialization (differences not due to evolution) (see Fig. 1). The answers to two questions allow the classification of advertising cues into one of the three categories having implications about cross-cultural transportability. The first question is whether the response to an

Is the response to an advertising cue guided by evolutionary forces?

Yes

No Local socialization (differences not due to evolution; require an adaptation approach; local environmental cues can not assist)

Is there a weak or a strong interaction of evolutionary forces and local environments? Weak interaction

Human universal (evolved similarities; allow a standardized approach)

Strong interaction Local adaptation (evolved differences; require an adaptation approach; local environmental cues can assist)

Fig. 1  A Darwinian typology of cross-cultural advertising cues

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advertising cue is guided by evolutionary forces. This is commonly the case for cues that play a significant role in a key Darwinian module. A negative answer to that question will put an advertising cue in the local socialization category, where chance events and socialization forces (other than evolution) would explain the effect of a cue. Cues in that category would require an adaptation approach. A positive answer to the first question will lead to the second question of whether there is a weak or a strong interaction of evolutionary forces and local environments. In the case of a weak interaction, the advertising cue will be classified as a human universal (an evolved similarity), and in the case of a strong interaction – as a local adaptation (an evolved difference). Cues in the local adaptation category would require an adaptation approach, whereas cues in the human universal category can be cross-culturally transferred using a standardization approach. Both the local adaptation and the human universal categories provide evolutionary informed explanations of the effects of cues contained in these categories in predictable manners. Next, I provide instances of the three category types that contain examples from advertising.

Human Universals (Evolved Similarities) The human universal category contains advertising cues that are guided by a key Darwinian module and have a relatively weak interaction with local environments. This category contains evolved similarities. From an evolutionary perspective, in order for a behavioral preference to be observed across cultures and across time, it must have an evolutionary origin that most commonly provides an adaptive advantage. An example relevant to advertising is men’s evolved preference for the hourglass figure in women. From an evolutionary perspective, this aesthetic cue can be related to the mating module, for an hourglass figure in women has adaptive benefits in that it has been demonstrated to be a reliable cue of fertility and health (Singh 2002). Research from a diverse set of disciplines has demonstrated that this preference is relatively stable across different local environments  – it is established in widely different racial populations and cultures (Singh et al. 2010), and found in analyses of 286 Egyptian, African, Greco-Roman, and Indian sculptures and statuettes going back several millennia (Singh 2002) and 155 prehistoric Jomon figurines (Hudson and Aoyama 2007). As a human universal, this advertising cue can be cross-culturally transferred using a standardization approach. Indeed, evidence from advertising research supports this claim – the hourglass figure was established in content analysis of female escorts’ online ads from 48 different countries (Saad 2008), advertised hourglass figures are linked with higher-paid fees for online escorts (Griffith et  al. 2016), hourglass-shaped anthropomorphized packages of consumer goods elicit aesthetic appeal in consumers (De Bondt et al. 2018).

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Local Adaptations (Evolved Differences) The local adaptation category contains advertising cues that are guided by a key Darwinian module and have a relatively strong interaction with local environments. This category contains evolved differences. These behavioral preferences have been developed in a response to stark differences between different local environments. Evolution has selected for preferences that provide an advantage in a specific local environment, but that may be maladaptive in a different local environment. To illustrate the mechanism through which local adaptations are formed, I provide an example from the field of Darwinian gastronomy. From an evolutionary perspective, the consumption of spices can be linked to the survival module, for spices have been demonstrated to have an antimicrobial function. Evolutionary informed research on spice consumption has documented a strong interaction with local environments (Billing and Sherman 1998). In particular, in hotter climates that facilitate the rash development of foodborne pathogens, consumers have adapted their gustatory preferences to accommodate a diet containing spicier food that has strong antimicrobial effects. In colder climates, the consumption of spicier food is, by comparison, lower. This example serves to explain how evolutionary forces can shape cross-cultural differences in predictable manners. Local adaptations, thus, require an adaptation approach, where cues in the local environments can assist with and in determining the directionality and the strength of the effects. In the provided example, the temperature in a local environment can predict spice consumption.

Local Socialization (Differences Not Due to Evolution) The local socialization category contains advertising cues that cannot be easily classified to a particular key Darwinian module. This category contains differences not due to evolution. An example relevant to advertising is the use of humor in advertising (Eisend 2009, 2018). From an evolutionary perspective, humor as a phenomenon, despite its ubiquity (Weinberger et al. 2015), cannot be exclusively associated with one of the Darwinian modules. Humor has been argued to be linked to survival (by boosting health and well-being) (Martin et al. 2003), to mating (by signaling good genes) (Greengross and Miller 2011; Ivanov et al. 2019), and to reciprocation (as a false alarm signal) (Ramachandran 1998). The inability of scholars to theoretically link humor to an exclusive Darwinian module and to derive types of humor with a universal human appeal has led to the proliferation of literature documenting how consumers from distinct local environments differently appreciate distinct types of humor. For example, Hoffmann et  al. (2014), in an experimental study, demonstrated that attitude towards arousal-based sentimental humor ads is higher in the more collectivistic and feminine culture of Spain than in the individualistic, masculine culture of Germany. On the basis of a content analysis, Hatzithomas et al. (2009) suggested that Greek TV advertisements, as compared to US advertisements,

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make use of incongruity-resolution humor more frequently than arousal-safety humor and humorous disparagement. Hatzithomas et  al. (2011) found out that comic wit is used more frequently in the collectivistic, high uncertainty avoidance culture of Greece than in the individualistic, low uncertainty avoidance culture of UK. In addition, sentimental humor is used more frequently in the individualistic, low uncertainty avoidance culture of UK than in the collectivistic, high uncertainty avoidance culture of Greece. There is a broad evidence that humor appreciation varies across cultures (Alden et al. 1993; Toncar 2001; Unger 1995). This suggests that humor in advertising requires an adaptation approach. Yet, in contrast to the case of local adaptations, there are no cues in the local environment that can be used to reliably predict the directionality and the strength of the effects. Academics have, thus, concluded that humor is a rather bad global traveler (Crawford and Gregory 2015; Gregory et al. 2019).

Conclusion The present conceptual paper contributes to advertising theory by providing a meta-­ framework for the study of cross-cultural similarities and differences in the processing of advertising cues. Adopting an evolutionary lens can guide future research pursuits by elucidating whether they are more likely to uncover cross-cultural similarities or cross-cultural differences. In the case of cross-cultural differences, evolutionary psychology can identify local environmental factors that reliably predict the directionality and the strength of the effects. Cataloguing the results of these research efforts in the provided typology will contribute to the consilience of knowledge. Besides the discussed academic contributions, the present conceptual paper is considered of high relevance for advertising practice. The article provides a framework assisting in cross-cultural advertising copy decisions. By raising the questions that I pose to develop the proposed typology categories, advertisers can identify which advertising cues are malleable by advertising and which are based on innate human preferences and are relatively stable. With that knowledge in hand, advertisers can decide when and to what extent to use a standardization approach versus an adaptation approach.

References Agrawal, M. (1995). Review of a 40‐year debate in international advertising: Practitioner and academician perspectives to the standardization/adaptation issue. International Marketing Review, 12(1), 26–48. Alden, D. L., Hoyer, W. D., & Lee, C. (1993). Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. Journal of Marketing, 57(2), 64–75.

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Truth, Half-Truth or Little White Lie? Exploring Public Sentiment toward Advertising through Cartoon Analysis Ria Wiid and Kerstin Heilgenberg

Abstract  Over the year’s scholars have conducted several studies to examine consumer attitudes toward advertising. While countless studies concern consumer reactions to the advertisements of specific products and brands, only a small number focus on the public’s attitudes toward advertising as institution. There seems to be little research designed with the purpose of exploring and understanding rather than attempting to measure and predict these attitudes. This Paper examines public sentiment toward advertising through cartoon analysis. Specifically, we attempt to answer the following research questions: Which advertising aspects are highlighted in cartoons? What is the sentiment? Are cartoons sensitive enough to measure public sentiment toward advertising? Finally, do the findings provide insights for management? Caricature theory contends that editorial cartoons serve as time-specific reflections of public sentiment toward issues. One approach to guide the process of cartoon analysis is the framework developed by Greenberg (Can Rev Sociol Anthropol 39(2):181–198, 2002). We collected data from a number of online cartoon repositories and our final sample consists of 236 cartoons, from the pens of 68 cartoonists. The findings confirm the public’s general distrust of advertising and the need for a balance in truth and exaggeration, and the need for a closer working relationship between advertising agency and client. Keywords  Advertising · Public sentiment · Cartoon analysis · Caricature · Communication

R. Wiid (*) University of Worcester, Worcester, UK e-mail: [email protected] K. Heilgenberg University of Victoria, Victoria, BC, Canada e-mail: [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_2

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Introduction Advertising is an ever-present part of everyday life and the public holds complex views regarding advertising and advertising agencies. Advertisers use a variety of media to target consumers, and the average consumer is likely to see up to 10,000 marketing messages in many different formats in a day (Saxon 2017). The pervasive and persuasive character of advertising make it environmental in nature, and due to its stereotypical portrayals, preoccupation with materialism and consumption, frequent use of sex appeals, and lack of information, advertising has profound consequences (Pollay 1986, 2000). According to Pollay (2000) advertising is designed to attract attention, be comprehensible, change attitudes and command behaviour. The multiplicity of advertising messages suggests that advertisers place a high premium on the coveted psychic space of consumers (Rumbo 2002). Advertising is an important social phenomenon aimed at stimulating consumption and economic activity as well as modelling value and life-style orientations (Pollay and Mittal 1993). Everyone has an opinion about advertising, and opinions range from enjoyment and appreciation to cynicism and condemnation (Pollay and Mittal 1993). On the one hand, advertising appears as subject in TV sitcoms, takes prime place in awards ceremonies, and its jingles and phrases frequently become part of the vernacular. In contrast, Pollay and Mittal (1993) point out consumers often complain about advertising clutter, clichés, sexism, predation of children, and continuing proliferation into newer media and venues. Advertising is at the intersection of industry, communication and group interaction, and anyone concerned about any of these domains may therefore criticise advertising (Leiss et al. 1990). An interest in public attitudes stems from the notion that consumers’ attitudes to advertising in general influence their attitudes to individual advertisements (Alwitt and Prabhaker 1992; Bauer and Greyser 1968). Scepticism about advertising may therefore undermine its effectiveness, or even lead to calls for greater regulation (O’Donohoe 1995). Over the years, several studies examined consumer attitudes toward advertising. Although countless studies considered consumer reactions to the adverts of specific products and brands, only a few focus on the public’s attitudes toward advertising as an institution (Greyser and Bauer 1966). Most of these studies were US-based and few explore consumer attitudes rather than attempt to measure and predict them (O’Donohoe 1995). Greyser and Bauer (1966) caution about the variations in the various samples, wordings of specific questions, and the general thrust of particular questionnaires all affect our ability to make, and the utility of making, a solid analysis of trends in public attitudes toward advertising. This study use a novel way – the lens of cartoons – to gauge public perception toward advertising. Caricature theory contends that editorial cartoons serve as time-­ specific reflections of public sentiment toward issues. Specifically, we attempt to answer the following research questions: Which advertising aspects are highlighted in cartoons? What are the sentiments? Are cartoons sensitive enough to measure

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public sentiment toward advertising? Finally, do the results provide insights for management?

Perceptions of Advertising The main purpose of brand advertising is to publicise the advertised brand and maintain prominence of the brand in a competitive market (Ehrenberg et al. 2002). A further purpose of advertising is to provide consumers with information that helps in the decision-making process. Such information aims to differentiate one brand from another and increase commercial recall, comprehension and persuasion (Abernethy and Franke 1996; Zanot 1984). Although advertising has an important influence on consumers’ responses to the brand, Nelson (1974) cautions that the interest of the advertiser is not directly in providing information for consumers, but instead in selling more products. One of the characteristics of a free market is easy access to information about products and services, but easy access is not sufficient if consumers are doubting advertising claims to be true and useful (Obermiller and Spangenberg 1998). A free market also encourages exaggerations in advertising, which often lead to consumer scepticism and demands for advertising regulation. Research suggests that consumers are sceptical of advertising and distrust advertising claims (Calfee and Ringold 1994; Ford et al. 1990; Kumar and Gupta 2016; Obermiller and Spangenberg 1998; Schudson 2013). According to Pollay (1986, 2000) humanities and social science scholars view advertising as reinforcing materialism, cynicism, unreason, greed, anxiety, social competitiveness, sexual preoccupation and powerlessness and/or a loss of self-­ respect. Given the pervasive and persuasive character of advertising, it has without doubt a formative influence within our culture. The unintentional effect of advertising is considered by many as a “pollution of our psychological and social ecology” (Pollay 1986, p. 19), and the concerns of the general public are too often dismissed with a wave of the “ideological wand” (Pollay 1986, p. 19). Early research into public opinion of advertising involved public sentiment toward advertising during the depression and post-depression eras. At the time of the war, the unavailability of many products affected the volume of product and brand advertising, however in the post-war era economic matters surfaced again and television became the most intrusive advertising medium, both of which increased negative sentiment toward advertising (Greyser and Bauer 1966). The first large-­ scale study by the Gallup Organisation in 1959 found that most of the respondents viewed advertising in a positive light, particularly due to the information provided by advertising (Shavitt et al. 1998). In the early eighties Zanot (1981, 1984) while attitudes toward advertising in the 1960s were mostly mixed, these attitudes became increasingly negative in the 1970s, mirroring increases in the volume of advertising and consumerism, and growing unease about the social responsibility of business (Zanot 1981, 1984).

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Research in the early 1990s suggest a general mistrust of advertising, but also highlight notions such as advertising being insulting, and advertising being entertaining (Shavitt et al. 1998). In contrast to these studies, a national study by Shavitt et al. (1998) in the late 1990s propose a moderately favourable public view of advertising. Although Americans do not trust advertising, they tend to enjoy adverts, and tend to find them useful in the decision-making process. A comparison between American and British literature on public attitudes to advertising highlights the complexity and ambivalence of attitudes to advertising in both countries, and how both nations have a love-hate relationship with advertising (Bauer and Greyser 1968; O’Donohoe 1995). From a public perspective, research by Andrews (1989) suggests 42% of respondents agree advertising insults intelligence. According to some practitioners they are merely reflecting the images that already exist in society and the responsibility and/or blame therefore, belongs to society, not advertising.

Editorial Cartoons and Theories of Caricature The theoretical framework that political cartoons reflect public attitudes underpin our analysis of editorial cartoons (Thibodeau 1989; Wheeler and Reed 1975; Edwards 1997; Edwards and Ware 2005). The cartoon is “a unique form of visual communication” (Medhurst and DeSousa 1981, p. 198) designed to convey a particular opinion in a form that is to the point and easy to understand. According to Wiid et al. (2015) editorial cartoonists draw their inspiration from political, social and cultural news, and public embarrassments, downfalls, disasters and economic turmoil provide the cartoonist with a constant source of inspiration. The term ‘cartoon’ dates back to the mid-nineteenth century when the British weekly magazine Punch used it as a title for a series of humorous illustrations criticizing the government’s plans for an extravagant new Parliament building, contrasting this extravagance with the misfortune of the country’s poor (El Refaie 2009). When cartoons landed in a newspaper industry still mainly verbal in its mode of communication, they caused a visual sensation and as a result, many cartoonists of the late 19th and early twentieth century became highly respected political commentators (El Refaie 2009; Walker 1978). Authors use the terms ‘editorial cartoon’ and ‘political cartoon’ interchangeably in the literature, but Adam Zyglis (2003) suggests that ‘political cartoons’ tend to represent current public figures or issues, whereas ‘editorial cartoons’ comment on society or culture. A single border frames the editorial cartoon (Baldry and Thibault 2006). Within the confines of the frame the cartoonist must create the mood and tone, size the objects, amplify facial features, create interaction between the text and visual imagery, and synthesize all the elements so that the meaning of the cartoon is clear to the reader right away (Greenberg 2002; Medhurst and DeSousa 1981). Editorial cartoons can be construed as both reflecting opinion, intended to represent the wider societal perspective of a given issue (Caswell 2004), or moulding opinion, such that the editorial cartoon could subtly and effectively construct or

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influence societal perspectives of a given issue (Williams 1997). The latter perspective forms the “strong” theory of caricature, arguing that editorial cartoons can and do directly cause and mould public attitudes, intentions and behaviors (Brinkman 1968; Caswell 2004; Chatterjee 2007). The perspective of opinion-reflecting suggests editorial cartoons are intentionally engineered to offer a biased opinion of current events and do not necessarily construct and shape public perception. This perspective forms the “weak” theory of caricature (Thibodeau 1989; Wheeler and Reed 1975).

Cartoon Analysis Researchers have developed a number of approaches to guide the process of categorising the various graphic elements used by the cartoonist to persuade the reader (cf. McCloud 1993; Medhurst and DeSousa 1981). One of the most robust is the framework by Greenberg (2002) which facilitates the thematic and symbolic coding and interpretation of editorial cartoons. According to Greenberg (2002), an editorial cartoon can be analysed according to the following four dimensions: • Narrative: What is the essential story line of the cartoon? Although only a single-­ frame capturing of a moment in time, the editorial cartoon will portray a coherent story comprising recognizable subjects and events. • Domestication: How does the image bring distant events closer to home? The editorial cartoon will typically use familiar locations (for example home, street and office), signs and symbols to bring potentially distant events closer and more familiar to the life of the reader. • Binary Struggle: Which characters are portrayed in a binary struggle? Editorial cartoons often treat the thematic content issue as a binary struggle between two social protagonists, usually invoking some ethical or moral binary between the two (right versus wrong, good versus bad, etc.). • Normative Transference: Who is portrayed in the cartoon as the “loser”? One of the main functions of a cartoon is to make a normative judgment on the protagonists of the narrative by allocating blame and/or portraying victims.

Methodology This study relies on the ‘weak’ theory of caricature to interpret and understand the representations of public perspectives of advertising through editorial cartoons.

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Sample, Data Collection and Analysis Following the approach of Lacity and Rudramuniyaiah (2009) data was collected from several online cartoon repositories which contain thousands of editorial cartoons from the world’s major newspapers and magazines: www.cartoonstock, www. condenaststore.com, www.marketoonist.com, www.businesscartoons.co.uk, and www.jantoo.com. The search term used was advertising cartoons and the first filtering process involved a manual filtering process to remove cartoons which did not fit the definition of advertising in the general sense of ‘paid non-personal commercial communication’. Only English language cartoons were included to eliminate potential interference caused by the linguistic differences in humor. Dates for cartoons ranged from 2000 to 2017, but as only 6% of the cartoons were date stamped, we were unable to track sentiment over time. All cartoons that passed the criteria were included in the sample. The final study sample includes 236 individual editorial cartoons. We used a qualitative content analysis to explore the meanings underlying messages, grounding the examination of topics and themes, as well as the inferences drawn from them, in the data (Weber 1990). Two researchers independently abstracted and coded the text and images under the various headings using Greenberg’s (2002) four categories of content analysis. We interpreted the narratives, expressed them in short phrases and grouped in themes (Cavanagh 1997). This process was iterative, and it took a couple revisions to refine the themes. Where differences existed between classifications, these were resolved by means of discussion between the authors. In those cases where agreement could not be reached, a third person was available to act as mediator for those cases where the coders could not reach agreement. The kappa-coefficient (K) was used to measure interobserver variation regarding the domestication (.99), binary struggle (.91), and normative transfer (.77) categories, indicating that the categorization between coders was reliable. Inter-coder discrepancies on thematic codes according to Greenberg’s (2002) four-tiered framework occurred in 19 cases (8.05%) of the total sample. In these cases, the coders deliberated to resolve differences in interpretation or categorization to reach agreement on final codes.

Results and Discussion The sample of 236 cartoons came from the pens of 68 cartoonists. Tom Fishburne created the biggest share (25%) of the cartoons and more than half of the cartoonists in the sample created between one and three cartoons (Table 1). Table 2 comprises the 10 primary themes regarding narrative, the essential story line of the editorial cartoon, from the total sample. Exaggeration (16%), unscrupulous targeting practices (13%), use of persuasion (10%) and deception in a­ dvertising

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Table 1 Cartoonists Other Tom Fishburne Chris Wildt Harley Schwadron Morris Marty Bucella Randy Glasbergen Mark Anderson Dave carpenter

47% 25% 6% 5% 5% 4% 4% 2% 2% 100%

Table 2  Cartoon narratives: the essential storyline Theme (n = 236) Advertising: other Exaggeration – use of hyperbole in advertising Targeting Use of persuasion techniques Deception in advertising Consumers are ignorant/gullible Annoyance factor Advertising agency Social media Ad effectiveness

21% 16% 13% 10% 10% 8% 7% 6% 6% 4% 100%

(10%). The ‘other’ category (21%) include themes such as the use of adverts as a distraction; advertising industry image; omnipresence of advertising; and the mixed messages given by advertising. ‘Ad effectiveness’ (4%) include for example how millennials ignore traditional advertising and ‘advertising agency characteristics’ (6%) refer to issues such as agencies who create with an emphasis on winning an award instead of the client’s needs, agencies who come up with ridiculous concepts, and the issue of questionable morality in agencies. There are no surprises in the themes uncovered in the cartoon analysis – they are all contained in the advertising literature. Regarding hyperbole, computer graphics allow advertisers to design exciting and dramatic images and there is almost no limit to the visual imagery advertisers can create. Consumers are becoming used to the practice of advertisers using images to provoke, exaggerate and startle (Callister and Stern 2007). The use of verbal and visual exaggerations and distortions are likely to remain part of the advertising landscape, and with this, consumer scepticism will more than likely continue to be an issue. Callister and Stern (2007) suggest that although visual hyperbole can lend greater liking to adverts, advertisers must take care with the execution of this stylistic device. The challenge is to design clear,

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creative, relevant hyperboles that can communicate without engaging in deception and evoking scepticism. Regarding targeting, the findings not only reveal consumers’ recognition of advertisers’ ruthless targeting practices, but also consumers’ ways of counteracting these attempts at targeting. Increasingly consumers are using an “arsenal of cognitive, behavioural and mechanical strategies” to avoid advertising (Speck and Elliott 1997, p. 61). As cartoons usually contain an element of irony or at least something incongruous (El Refaie 2009), the cartoons do not highlight the positive side of the themes or examples but suggest a more cynical view. According to the “weak” theory of caricature, we may therefore interpret that public perceptions of exaggeration, deception, emphasis on the use of persuasion, annoyance factor and consumers are ignorant are still prevalent. The analysis also draws attention to the relationship between the client and the advertising agency and client, and the ensuing tension that exists within this relationship. Data analysis of the domestication category was split into the subcategories of location and symbols/signs, as presented in Tables 3a and 3b. Two thirds of the locations involved either a business or home setting. Other locations involve fortune tellers, subway stations, aeroplanes and an R&D laboratory. The six symbols/signs most used by the cartoonists to bring potentially distant events closer to the reader are suits which appeared in 26% of the cartoons, TVs (18%), meeting tables (19%), office desks (18%), armchairs (17%) and presentation equipment (12%) This concurs with the finding that most locations were either at the office or at home. Based on our analysis the most prevalent setting used in the cartoons involves the office or business. Traditional views of the “firm” and advertising agencies more than likely explain this finding, views that do not reflect the current landscape where consumers are involved in communications about brands through self-created content (Berthon et  al. 2012). In time to come, cartoons may well reflect this shift in power. The binary struggle in an editorial cartoon relates to the portrayal of the primary characters depicted in the narrative. Following the simple narrative structure, the two parties portrayed are often positioned against one another, resulting in a binary Table 3a  Domestication – through location Office Home/lounge Other None Street Doctor’s surgery Public places Nature

41% 21% 13% 8% 6% 4% 4% 2% 100%

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Table 3b  Domestication – through symbols Suits TV Meeting table Office desk Armchair/couch Presentation (storyboard, projector, flipchart)

26% 18% 19% 18% 17% 12%

Table 4  Binary struggle: between which parties? Binary struggle (n = 236) No binary struggle Advertiser and consumer Advertiser and agency Other

52% 37% 8% 3% 100%

struggle between protagonists. In an effort to help identify the intended perspective and interpretation of such a binary, the author articulates or identifies which “sides” the characters are on – right versus wrong, good versus bad, hero versus villain. As illustrated in Table  4, the majority of binary struggles depicted are between the advertiser and consumer (37%) and 16% between the advertiser and advertising agency. Our analysis regarding binary struggle does not reflect a strong consumer voice in the process of advertising content co-creation. In the environment where digital media pervades, agencies are evolving (Sheehan and Morrison 2009); smaller agencies outside of the traditional structure are replacing large global (Sheehan 2013). Media planning and media buying systems are forming and reforming within the industry and as a result, agencies as units and the advertising profession as a whole face numerous challenges to the traditional ways of doing things (Sheehan and Morrison 2009). Regarding normative transference – that which identifies the victim of the binary struggle – the analysis depicts the advertiser as the loser in 38% and the consumer in 23% of the cases. This finding concurs with consumers’ attempts to avoid advertising (Speck and Elliott 1997) and in doing so, dismissing advertisers’ messages. In the advertiser-agency binary struggle, agencies were depicted as the loser in 26% of the cases (Table 5). Our findings suggest there are winners and losers involved in advertising. However, as our analysis is retrospective, this is not surprising, and hopefully the shift in power from the firm to the consumer will change this perception over time.

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R. Wiid and K. Heilgenberg Table 5  Binary struggle: the loser Advertiser and consumer (n = 88) None Advertiser Consumer Advertiser and agency (n = 19) None Agency Advertiser

40% 38% 23% 100% 68% 26% 5% 100%

Implications for Theory and Practice The results of our study suggest evidence that public opinion is concerned with exaggeration, persuasion and deception in advertising, the annoyance factor of ever-­ present advertising, as well as the unscrupulous targeting practices. Several cartoons insinuate how truth in advertising is bad for business. This sentiment is echoed in the findings of research by Drumwright and Murphy (2004) who suggest some advertising agency practitioners view ethics as a constraint and a sentence to middle-­ of-­the-road blandness in advertising messages. Respondents felt that the solution to ethical dilemmas often involve doing less interesting advertising that will be more acceptable to the masses by offending no one. So, what are the implications for managers? Following from our study, we present two crucial issues for practitioners.

A Balance Between Truth and Exaggeration Consumer distrust of advertising is of great importance because such distrust affects advertising credibility and reduces marketplace efficiencies and according to Pollay and Mittal (1993), sceptical consumers develop naïve models of advertisers’ intentions and techniques. High levels of distrust and cynicism put the professions of marketing and advertising in disrepute and require greater advertising spending and creativity to accomplish the same ends. The use of unacceptable hyperbole in advertisements undermine advertising – a public now more critical of advertising than ever before hold the use of such practices in a negative light (Ford-Hutchinson and Rothwell 2002). Notwithstanding the fact that a great many ads are informative, and the vast majority are not unfair or deceptive, there is a persistent, underlying bad faith in non-price advertising (Schudson 2013). Even if everything the ad says about the product is thoroughly honest, or for that matter avoids outright dishonesty, Schudson (2013) reckons the implication of the direct address of most commercials – that the

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announcer speaks with the viewer’s welfare at heart  – is fraudulent. For him the advertisement seeks to promote sales and does not seek to improve the lives of consumers except as a means to the end of sales.

Continued Focused on the Consumer Based on our research, public opinion reflects the notion that advertisers view consumers as ignorant and gullible. This is in stark contrast with a finding from a study by Drumwright and Murphy (2004) in which advertising practitioners indicated a strong and unwavering faith in not using unethical messages to mislead consumers. Amidst a changing landscape (rapid growth of online advertising, agency restructuring, shift in power from firm to consumers, and so on) practitioners must ensure that they develop and implement all strategies and communications with an eye on the consumer and an understanding of their impact on the consumer (Wilson et al. 2012; Ha and McCann 2008). Consumers seek customised communication designed to fulfil their specific needs (Kumar and Gupta 2016). The “inside-out-planning” approaches, which have assumed marketer control of the entire sales, marketing and communication system, are no longer viable. The traditional focus of advertising – activities designed to call attention to product differences and benefits – will have to change if it survives at all (Schultz 2016)​.

Conclusions and Future Research Some may be sceptical regarding the cartoon view of advertising, questioning the appropriateness of the pictorial characters as sound examples of the public mood. However, our study shows that the construction of advertising in the cartoon sample concurred with existing themes in the literature about public opinion of advertising. Cartoons enable us to conduct a retrospective analysis of public sentiment towards a specific event or issue – they provide a source of data that is both insightful and entertaining. We never meant for this research to produce counts and statistical significance, and the study contains some limitations. First, the sample consists of a limited number of cartoons about advertising and a narrow base of cartoonists. Another issue concerns the lack of ‘discursive context’ of online cartoons taken from a database as opposed to their original publication version, something that affects the interpretation of the image-language relation (Bounegru and Forceville 2011; El Refaie 2003). Finally, visual communication is open to multiple meanings and these meanings cannot be determined with certainty beyond the specifics of what they are showing us. Future research may consider new sources of images and cartoons that exist on the Internet. Websites such as YouTube and Pinterest contain repositories of m ­ aterial

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about advertising, created by professionals and members of the public alike. Finally, and most importantly, we see the need to extend the cartoon framework to include other media.

References Abernethy, A.  M., & Franke, G.  R. (1996). The information content of advertising: A meta-­ analysis. Journal of Advertising, 25(2), 1–17. Alwitt, L. F., & Prabhaker, P. R. (1992). Functional and belief dimensions of attitudes to television advertising: Implications for copytesting. Journal of Advertising Research, September– October, 30–42. Andrews, J.  C. (1989). The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18(1), 26–35. Baldry, A., & Thibault, P. J. (2006). Multimodal Transcription and Text Analysis: A Multimedia Toolkit and Course Book. London: Equinox. Bauer, R., & Greyser, S. (1968). Advertising in America: The consumer view. Boston, MA: Harvard University Press. Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271. Bounegru, L., & Forceville, C. (2011). Metaphors in editorial cartoons representing the global financial crisis. Visual Communication, 10(2), 209–229. Brinkman, D. (1968). Do editorial cartoons and editorials change opinions? Journalism Quarterly, 45, 724–726. Calfee, J. E., & Ringold, D. J. (1994). The 70% majority: Enduring consumer beliefs about advertising. Journal of Public Policy & Marketing, 228–238. Callister, M. A., & Stern, L. A. (2007). The role of visual hyperbole in advertising effectiveness. Journal of Current Issues & Research in Advertising, 29(2), 1–14. Caswell, L. S. (2004). Drawing swords: War in American editorial cartoons. American Journalism, 21(2), 13–45. Cavanagh, S. (1997). Content analysis: Concepts, methods, and applications. Nurse Researcher, 4(3), 5–16. Chatterjee, S. (2007). Cartooning democracy: The images of R.K. Laxman. Political Science and Politics, 40(2), 303–306. Drumwright, M.  E., & Murphy, P.  E. (2004). How advertising practitioners view ethics: Moral muteness, moral myopia, and moral imagination. Journal of Advertising, 33(2), 7–24. Edwards, J. L. (1997). Political cartoons in the 1988 presidential campaign: Image, metaphor, and narrative. New York: Garland. Edwards, J.  L., & Ware, L. (2005). Representing the public in campaign media: A political cartoon perspective. American Behavioral Scientist, 49, 466–478. https://doi. org/10.1177/0002764205279416. Ehrenberg, A., Barnard, N., Kennedy, R., & Bloom, H. (2002). Brand advertising as creative publicity. Journal of Advertising Research, 42(4), 7–18. El Refaie, E. (2009). Multiliteracies: How readers interpret political cartoons. Visual Communication, 8(2): 181–205. DOI: 1177/1470357209102113. Refaie, E., & Elisabeth. (2003). Understanding visual metaphor: The example of newspaper cartoons. Visual Communication, 2(1), 75–95. Ford, G.  T., Smith, D.  B., & Swasy, J.  L. (1990). Consumer scepticism of advertising claims: Testing hypotheses from economics of information. Journal of Consumer Research, 16(4), 433–441.

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Ford-Hutchinson, S., & Rothwell, A. (2002). The public’s perception of advertising in today’s society. London UK: Advertising Standards Authority (ASA). Greenberg, J. (2002). Framing and temporality in political cartoons: A critical analysis of visual news discourse. The Canadian Review of Sociology and Anthropology, 39(2), 181–198. Greyser, S. A., & Bauer, R. A. (1966). Americans and advertising: Thirty years of public opinion. Public Opinion Quarterly, 30(1), 69–78. Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569–592. Kumar, V., and Gupta, S. (2016). Conceptualizing the evolution and future of advertising. Journal of Advertising, 45(3), 302–317. Lacity, M. C., & Rudramuniyaiah, P. S. (2009). Funny business: Public opinion of outsourcing and offshoring as reflected in US and Indian political cartoons. Communications of the Association for Information Systems, 24(1), 13. Leiss, W., Kline, S., Jhally, S., Botterill, J., & Asquith, K. (1990). Social communication in advertising (Vol. 2). London: Routledge. McCloud, S. (1993). Understanding comics: The invisible art. Princeton, NJ: Kitchen Sink Press. Medhurst, M., & DeSousa, M. (1981). Political cartoons as rhetorical form: A taxonomy of graphic discourse. Communication Monographs, 48(3), 197–236. Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82(4), 729–754. Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186. O’Donohoe, S. (1995). Attitudes to advertising: A review of British and American research. International Journal of Advertising, 14(3), 245–261. Pollay, R. W. (2000). The distorted mirror: Reflections on the unintended consequences of advertising. Advertising & Society Review, 1(1). Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18–36. Pollay, R. W., & Mittal, B. (1993). Here’s the beef: Factors, determinants, and segments in consumer criticism of advertising. The Journal of Marketing, 99–114. Rumbo, J. D. (2002). Consumer resistance in a world of advertising clutter: The case of Adbusters. Psychology & Marketing, 19(2), 127–148. Saxon, J. (2017). Why your customers’ attention is the scarcest resource in 2017. IE School of Human Sciences and Technology. Schudson, M. (2013). Advertising, The Uneasy Persuasion (RLE Advertising): Its Dubious Impact on American Society. Routledge. Schultz, D. (2016). The future of advertising or whatever we’re Going to call it. Journal of Advertising, 45(3), 276–285. Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favourable than you might think. Journal of advertising research, 38(4), 7–22. Sheehan, K. B. (2013). Controversies in contemporary advertising. Sage Publications. Sheehan, K.  B., & Morrison, D.  K. (2009). The creativity challenge: Media confluence and its effects on the evolving advertising industry. Journal of Interactive Advertising, 9(2), 40–43. Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61–76. Thibodeau, R. (1989). From racism to tokenism: The changing face of blacks in New Yorker cartoons. The Public Opinion Quarterly, 53(4), 482–494. Walker, M. (1978). Daily Sketches: A Cartoon History of Twentieth Century Britain. London: Frederick Muller. Weber, R. P. (1990). Basic content analysis. Vol. 49. Sage Publications, Incorporated. Wheeler, M., & Reed, S. (1975). Response to before and after Watergate caricatures. Journalism Quarterly, 52(1), 134–136. Wiid, R., Grant, P. S., Mills, A. J., & Pitt, L. F. (2015). No joke understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 1470593115607940.

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The Impact of Culture on Humorous Ads: An Abstract Dragana Medic and Jean-Marc Decaudin

Abstract  Humor in advertising targets a very heterogeneous audience simultaneously on the local and national even international scale. While it is universally practiced, practices of humor are nevertheless extremely varied, and it use in advertising may require adaptation when communicating in different contexts (Alden et  al. 1993). As advertising is strongly based on the culture of the country (Ozdemir and Hewett 2010), on tradition and on a specific mode of communication (Newman 2004; Tungate 2007), it can register strongly in this context which will impact the understanding and perception of the message it wants to convey and influence consumer behavior and purchasing decisions. (Palmatier et al. 2006). Considering this, some advertising campaigns would be totally impossible to export (De Wulf et al. 2001) while others might require some adaptation to suit different cultural contexts (Alden et al. 1993). The question of standardization and adaptation of advertising campaigns on the international scale has been the subject of extensive research (Schmid and Kotulla 2011). However, reviews of existing literature show doubt on the results of the previous research (Birnik and Bowman 2007). In the case of humorous ads, companies are advised to “standardize” in their international communication (Alden et  al. 1993) and at the same time to “adapt” their strategies even locally on their national markets (Rutigliano 1986). Considering that the proportion of international advertisements using humorous appeals can reach up to 50% of TV advertising campaigns in US, while similar statistics can be observed in other countries and other types of communication (Millward Brown Brand report), and the huge and growing global advertising spending which represented $550 billion dollars in 2016 (McKinsey, Wilkofsky Gruen Associate: © Statista 2017), it appears essential to understand the stimulus of humor in ads tendency with a cross cultural comparison. The objective of this research is to understand the cultural differences in terms of humor in ads and the influence of culture in the consumer perception and behavior.

D. Medic (*) · J.-M. Decaudin Université Toulouse 1 Capitole, Toulouse, France e-mail: [email protected]; [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_3

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Keywords  Humor · Advertising · Culture · Standardization

References Available Upon Request

Marketing Web Trends: An Algorithm and Brand Equity Nowcasting Application: An Abstract Stephen L. France and Yuying Shi

Abstract  Web search data are a valuable source of marketing information. Previous studies have utilized Google Trends web search data for economic forecasting. We expand this work by providing an algorithm to combine and aggregate search volume data, so that the resulting data are both consistent over time and consistent between data series. We give a brand equity example, where Google Trends is used to create several brand equity indices of 100 top ranked brands. Monthly Google Trends data are collected from 2008–2017 for each of the 100 brands. We utilize our algorithm to combine the data and ensure that they are consistent, both between the different brand series and over time. The indices are compared with the widely used Interbrand index and the results show good face validity. Google Trends data have been utilized for both economic forecasting and nowcasting. Nowcasting is the process of using current data to predict information that is released after the period for which it is collected. Information of this type include company financial results and economic indicators. We utilize the gathered Google Trends data both for forecasting revenue for the individual series components and for nowcasting a range of economic variables. These variables include the University of Michigan consumer sentiment index, the OECD Composite indicator of consumer sentiment, an index of personal expenditures on durable goods, and the civilian unemployment rate. We describe the importance of out of sample prediction when nowcasting and show how principal component analysis (PCA) can be used to improve the signal to noise ratio and prevent overfitting in nowcasting models. In summary, we have created an algorithm that can patch together different Google Trends searches to create a single multivariate dataset that is consistent both between items and over time. We have given an example where Google Trends is used to create a trends-based index of brand equity and this index is used in a range of forecasting and nowcasting applications. There is scope for future work in S. L. France (*) Mississippi State University, Starkville, MS, USA e-mail: [email protected] Y. Shi Texas A&M Commerce, Commerce, TX, USA e-mail: [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_4

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c­ ombining this index with other measures of consumer buzz, such as social media buzz and with sentiment-based measures of brand approval. Keywords  Google trends · Forecasting · Brand equity · Nowcasting · PCA

References Available Upon Request

Privacy or Personalization? Drivers, Deterrents and Moderators of Consumers’ Willingness to Disclose Personal Data Teresa Fernandes and Nuno Pereira

Abstract  With the advent of the digital age and the increasing use of Big Data, potential customers can be easily reached by companies seeking to collect their personal data in exchange of personalized targeted offers. However, these individualized marketing activities are often considered intrusive by consumers, who feel they are losing control over their personal data and their right to privacy. This study contributes to bridge a gap in the literature, identified as a Marketing Science Institute research priority, by developing and testing a comprehensive model of theory-based drivers and deterrents of consumers’ willingness to disclose personal information. Furthermore, the model considers the moderating role of service type, customers’ age, gender, experience. Data was gathered using a self-administered online survey, resulting in a sample of 956 consumers who had recently disclosed personal information during online interactions with self-selected companies. The study concludes that consumers face a trade-off between the costs of privacy loss and the benefits of personalization when they decide to disclose personal information, and partially or fully supports the moderating effects proposed. The study provides valuable insights for companies interested in obtaining consumers’ consent to use their personal data during online interactions, across target segments and industries. Keywords  Privacy · Personalization · Personal data · Disclosure · Drivers · Deterrents · Moderators

T. Fernandes (*) · N. Pereira University of Porto, Porto, Portugal e-mail: [email protected]; [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_5

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Introduction Nowadays, with the advent of the digital age and the increasing use of Big Data in marketing (McAfee and Brynjolfsson 2012; Salas-Olmedo et  al. 2018), potential customers can be easily reached by companies seeking to store and collect their personal data in exchange of highly relevant and personalized targeted offers (Wedel and Kannan 2016). However, these individualized marketing activities are often considered intrusive by most consumers, who feel they are losing control over their personal data and their right to privacy (Alkire et al. 2019; Krafft et al. 2017). The current debate on data sharing and misuse brought up new regulations such as the recent European data protection law (the General Data Protection Regulation), which establishes the universal need of consent for any use of personal data. Considering that having access to personal data represents a huge competitive advantage (Akter and Wamba 2016; Wedel and Kannan 2016) but that, increasingly, this is not allowed unless individual permission is granted, obtaining consumers’ consent becomes a major challenge for most firms. Following these concerns, the Marketing Science Institute has elected the trade-off between privacy loss and the benefits of personalization as a 2018–2020 research priority (MSI 2018). However, studies dedicated to the drivers and deterrents of customers willingness to disclose personal data are still scarce and well needed (Jacobson et al. 2019; Roeber et al. 2015; Zhu et al. 2017). Moreover, though it is reasonable to expect that this willingness may vary according to customers’ traits (Chakraborty et al. 2016; Jai and King 2016) and firms’ features (Chen and Teng 2013; Derikx et al. 2016; Krafft et al. 2017), its moderating effects are yet to be properly investigated. In order to gain further insights about what influences consumers’ willingness to disclose personal information, a research model was developed to assess its drivers, deterrents and moderators. We assume that consumers face a trade-off between the costs of privacy loss and the benefits of personalization when they decide to disclose personal information (Smith et  al. 2011; Xie et  al. 2006; Zhao et  al. 2012). The study builds on existing literature on technology adoption, including the Technology Acceptance Model or TAM (Davis et al. 1989) and the Unified Theory of Technology Acceptance and Use of Technology or UTAUT (Venkatesh and Davis 2000), as well as on models used to study Privacy and Consumer Behaviour, such as the Privacy Calculus Theory (Dinev and Hart 2004, 2006). Drivers of consumers’ willingness to disclose personal information included Perceived Usefulness, Social Influence, Hedonic Motivation, Previous Habits and Perceived Financial Reward, while Perceived Internet Privacy Risk and Effort Expectancy were considered as deterrents. Furthermore, factors such as age, gender, experience and type of industry were taken into consideration as potential moderators.

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Research Methodology Data was gathered using a self-administered online survey, resulting in a convenience sample of 956 consumers’ who had recently disclosed personal information during online interactions with self-selected companies. The questionnaire had 25 mandatory questions and all constructs were measured based on multi-item scales previously established (e.g. Bart et al. 2005; de Kerviler et al., 2016; Dinev and Hart 2004; Krafft et  al. 2017; Venkatesh et  al. 2003, 2012) and assessed in a 5-point Likert scale. To test the research model (Fig.  1), attention will be given to the following hypotheses: H1: Perceived Usefulness, Social Influence, Hedonic Motivation, Previous Habits and Perceived Financial Reward/Price Value drive consumers to disclose personal information. H2: Perceived Internet Privacy Risk and Effort Expectancy deter consumers to disclose personal information. H3: Customers’ (i) gender; (ii) age, (iii) past experience, and (iv) service type moderate the impact of drivers and deterrents on consumers’ willingness to disclose personal information.

Results and Discussion Most respondents (Table  1) were women (64%), predominantly (42%) spending 3–5 h online per day and who have rarely (44%) or occasionally (42%) shared personal information with companies. A diversity of age cohorts was included in the sample, with 34% of respondents with 18–26 years old, 16% with 27–36 years old, 21% with 37–46 years old, 17% with 47–56 years old and 12% over 57 years old.

Fig. 1  Research framework

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T. Fernandes and N. Pereira Table 1  Sample description Characteristics Age 17–26 27–36 37–46 47–56 >57 Gender Male Female Daily hours spent online 0–2 h 3–5 h 6–8 h >8 h Total

Sample Respondents

%

326 155 202 161 112

34.1 16.2 21.1 16.8 11.7

336 620

35.1 64.9

201 400 233 122 956

21.0 41.8 24.4 12.8 100

Table 2  Companies self-selected by respondents by sector and sharing frequency Characteristics Service Retail – fashion Entertainment Healthcare Tourism Banking/financial Retail – grocery Others Sharing frequency Rarely Occasionally Frequently Total

Sample Respondents

%

247 126 100 167 147 47 122

25.8 13.2 10.5 17.5 15.4 4.9 12.8

423 408 125 956

44.2 42.7 13.1 100

Companies self-selected by respondents (Table 2) mainly belonged to the retail industry (41%), with fashion appearing as the most significant sector, with 247 answers (25.8%) and grocery representing just 47 answers (4.9%). Tourism/hospitality (17.5%) and banking/financial services (15.4%) were also among the top categories mentioned. The “Others” category included services that ranged from telecommunication companies to utilities. Finally, regarding the frequency with which the respondents share personal information online with companies, there was a clear

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concentration in two categories, “Rarely” (44.2%) and “Occasionally” (42.7%), with respondents who shared “Frequently” representing only 13,1% of the sample. In order to test the research hypotheses, an exploratory factor analysis was conducted. Composite measures of identified factors demonstrated good scale reliability according to accepted standards (Hair et al. 2014; Nunnally 1978). Multiple regression analysis was used to test Perceived Usefulness, Social Influence, Hedonic Motivation, Previous Habits, Perceived Financial Reward/Price Value, Perceived Internet Privacy Risk and Effort Expectancy as drivers and deterrents of consumers’ willingness to share personal data online. Overall, the model explained 40% of the variance in consumers’ willingness to disclose personal data. Findings show that Perceived Usefulness, Social Influence, Hedonic Motivation and Previous Habits have a positive and significant impact in explaining consumers’ willingness to share. Previous Habits was the most significant of the drivers, while Perceived Internet Privacy Risk and Effort Expectancy were confirmed to have a negative and significant impact. Yet, the research model found Perceived Financial Reward not to be a significant predictor, which proved surprising, since rewards and economic benefits were found to be correlated with consumers’ willingness to disclose personal information in previous studies (Faqih 2016; Mani and Chouk 2017; Venkatesh et  al. 2012). However, this wasn’t totally unexpected, since some studies (e.g. Krafft et al. 2017) indicate that monetary incentives to promote the interaction of consumers with the companies might prove to be pointless, as those incentives might be perceived as unappealing or uninteresting. Hypotheses 1 and 2 were therefore partially and totally supported, respectively. Hypothesis 3 aimed to determine the potential moderating effect of age, gender, experience and type of industry. Results revealed that the proposed moderators were partially or fully supported by the data gathered. Regarding gender, men were found to be more prone to be influenced by Previous Habits of sharing personal data online with companies. Additionally, the results appear to support that women are more likely to be influenced by constructs such as Social Influence, Perceived Financial Reward and Perceived Internet Privacy Risk, which has found partial support in the existing literature (Faqih 2016; Robinson 2017; Sheehan and Hoy 1999; Venkatesh et al. 2012). However, the study also provided results that don’t support existing literature that portrays men as being more sensible to Perceived Usefulness than women (Jai and King 2016; Venkatesh and Morris 2000) or gender as having no effect at all (Lian and Yen 2014). Regarding age, significant differences were found for all the drivers considered in the model, since it was generally established that, the older the individual is, the less influenced it will be by the construct. Yet, no significant differences were found for deterrents. Regarding past experience, generally and as expected, if the respondents had less experience in sharing personal information online with companies, they were less likely to be influenced by the constructs (de Kerviler et al. 2016; Venkatesh et al. 2012).

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Finally, regarding service type, several significant differences were identified, which matches similar results in the scarce existing literature (Krafft et al. 2017; Roeber et  al. 2015). With the results obtained, it was possible to observe that ­respondents who had last shared online with companies associated with retail are more prone to be influenced by their previous habits, by the hedonic motivation and the perceived financial reward given; meanwhile, hedonic motivation and the perceived financial reward also proved to be more seriously taken into consideration by those who were in contact with companies who provided hedonic services (tourism/ entertainment). However, in both cases, it was possible to ascertain that companies that provided functional services (healthcare, banking/financial) appear to have less of an impact regarding Hedonic Motivation and Perceived Financial Reward, indicating that these are not constructs consumers have in higher consideration when sharing with these companies, contrary to what happens when in contact with retail companies or companies with services of a more hedonic nature. Finally, the results partially reinforce literature indicating that consumers’ willingness to disclose personal information is higher for apparel (Krafft et al. 2017) than for functional services, such as banks and telecommunication companies (Roeber et  al. 2015). Therefore, Hypothesis 3 was partially supported.

Conclusions and Implications for Theory and Practice In the wake of data privacy issues and the explosion of Big Data, this study contributes to bridge a gap in the existing literature, identified as a 2016–2018 research priority (MSI 2018). Until now, research on privacy versus personalization dwells on a handful of studies, mainly dedicated to the effect of individualized, targeted marketing activities. To the best of our knowledge, no study developed and tested a comprehensive model of theory-based drivers and deterrents of consumers’ willingness to disclose personal information. In addition, this research cross-validated and compared results across consumer’s age, gender, and experience, as well as type of industry, thus contributing to a more generalized application of the model. Though most predictors were confirmed, unexpectedly and unlike previous studies, we have concluded that Perceived Financial Reward is not a significant incentive for consumers when deciding whether or not to disclose personal information, although this may vary according to individual characteristics, and most of all according to the type of industry, with retail and hedonic services being more sensitive to this driver. The study also provides potentially valuable insights for companies who have developed online means of interacting with consumers and that, at one point or the other during the interaction, ask for the consumers’ personal information. More precisely, the study indicates that previous habits of online sharing will significantly impact the ultimate decision of sharing data with companies, as well the perceived usefulness and social influence, although hedonic motivation appears to also (but as not significantly) influence it. Surprisingly, the perceived financial reward does not

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appear to significantly influence the consumers decision to share their data. The perceived internet privacy risk and the effort expectancy were shown to negatively influence consumers in their willingness to share data online with companies, ­showing that, despite proliferation of digital means, there might still be some suspicion and unease with online interaction with companies. Furthermore, the study also indicates that age, gender, and experience will make the consumer act differently when it comes to disclosing information with companies in an online context. Moreover, different industries can have different lessons to take from the study. More precisely, and according to the results, it’s possible to see that, although providing personalized financial rewards might have been proven to not be an overall significant construct, it still registered differences between different sectors, indicating that highlighting and providing financial rewards to the consumers of retail and hedonic services might prove valuable. Furthermore, it was possible to see that companies that provide functional services might not have as much to gain for trying to connect with the consumers’ hedonic motivation or by providing financial rewards. However, some limitations should be acknowledged. Though large and diverse, this study used a convenience sample, and therefore generalizations should be performed with care. Moreover, though the model used in the research explains a significant part of consumers’ willingness to share personal information, given the complexity of the digital world, there are likely other constructs that could be incorporated as to further strengthen the study of what drives or deters consumers to grant consent to use their data. The situational context could also be further explored, e.g. if the consumer faces financial, time or location constraints, or if data sharing relates to loyalty programs. Concerning the moderators, the type of personal data being requested could also be included in the analysis. Finally, an in-depth qualitative study could also prove able to provide further insights to enrich the conceptual model and its general application.

References Alkire, L., Pohlmann, J., & Barnett, W. (2019). Triggers and motivators of privacy protection behavior on Facebook. Journal of Services Marketing, 33(1), 57–72. Akter, S., & Wamba, S. (2016). Big data analytics in E-commerce: a systematic review and agenda for future research. Electronic Markets, 26(2), 173–194. Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152. Chakraborty, R., Lee, J., Bagchi-Sen, S., Upadhyaya, S., & Rao, H. R. (2016). Online shopping intention in the context of data breach in online retail stores: An examination of older and younger adults. Decision Support Systems, 83, 47–56. Chen, M. Y., & Teng, C. I. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1–23.

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Big Data Analytics in Product Innovation Context: An Abstract Nick Hajli, Mina Tajvidi, Ayantunji Gbadamosi, and Waqar Nadeem

Abstract  The complexity that characterise the dynamic nature of the various environmental factors makes it very compelling for firms to be capable of addressing the changing customers’ needs. They are expected to achieve agility in combining data across the organisation. Big data has become a crucial driving force in any company’s success. The current study examines the role of big data in new product success. It gives insight into the role of customer agility in new product success. Furthermore, the relationships between key concepts of data aggregation tools, data analysis tools, customer agility, new product success, environmental turbulence and organizational slack are also examined. The study suggests a workable framework for small companies for how to rely on big data in their new product’s success. This study unpacks the interconnectedness of the effective use of data aggregation tools, the effectiveness of data analysis tools and customer agility. It also explores the link between all of these factors and new product success. The study is reasonably telling in that it shows that the effective use of data aggregation and data analysis tools results in customer agility which in itself explains how an organisation senses and responds speedily to opportunities for innovation in the competitive marketing environment. The current study provides significant theoretical contributions by providing evidence for the role of big data analytics, big data aggregation tools, customer agility, organizational slack and environmental turbulence in new product success. N. Hajli (*) Swansea University, Swansea, UK e-mail: [email protected] M. Tajvidi Newcastle University, Newcastle, UK e-mail: [email protected] A. Gbadamosi University of East London, London, UK e-mail: [email protected] W. Nadeem University of Oulu, Oulu, Finland e-mail: [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_6

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Keywords  Digital technologies · Big data analytics · Customer agility · New product success

References Available Upon Request

How Big Data Utilization Affect Firms Marketing-related Strategies and Performance: An Abstract Itzhak Gnizy

Abstract  One of the major trends in today’s businesses that is developing into a new strategic resource is the transformative big data (BD) phenomenon (Alharthi et al. 2017). While research on low-level operational aspects of BD is flourishing (Lehn 2018), little is known about its impact on firms’ strategies. Strategic orientations guide the firm’s decision-making and action-taking and describe how resources are allocated and employed. While orientations success depends on intelligence (Hakala 2011), BD is a related field of knowledge management (Xu et al. 2016) that provides knowledge that traditional systems cannot provide (Kumar 2018). Hence, firms need to harness the value of data into orientations since it possesses the potential to shift strategic decisions and actions (Mazzei and Noble 2017). This study examines the impact of BD utilization (extent of BD assimilation in decision-making) on firms’ strategic orientation (market, entrepreneurship, and learning) en-route implications on performance (strategic and financial). The three orientations are marketing-related, still attract scholarly attention, and are widely employed by organizations (Gnizy et al. 2014). BD assists in uncovering unforeseen patterns in developing clearer insights on customers, markets, and environments and offers innovative opportunities that improve the development of new strategies (Lee et al. 2014). Hence, BD utilization should enhance strategic orientations, the latter drive performance. Additionally, BD is a positive factor for performance and companies that utilize BD outperform peers (Schmidt et al. 2014). Drawing on data from a sample of managers in firms, this study provides empirical evidence on the BD-strategy-performance relationships. Key findings: BD utilization enhances orientations, which in turn improve performance, and the BD-performance relationship is mediated by the three orientations with stronger effects on strategic rather than on financial performance. The study provides theoretical and practical reflections. BD enriches strategic orientations and can push firms be more market, entrepreneurial, and learning oriented. The role of BD lies in its power to enhance strategic and financial performances directly and indirectly through orientations. The study extends knowledge I. Gnizy (*) Ono Academic College, Kiryat Ono, Israel e-mail: [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_7

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on the potential for broader impact of BD and adds to the understanding of intelligence theories (e.g., knowledge-based, information behavior system). It offers researchers grounded guidance on strategic utilization of BD and expands knowledge on contemporary antecedents of orientations. Practically, the study unpacks for managers how BD can generate new sources of strategic value as well as the routes through which value is realized. Keywords  Big data · Market orientation · Entrepreneurial orientation · Learning orientation · Strategic performance · Financial performance

References Available Upon Request

The Impact of Different Aspects of Perceived Authenticity on the Tourist-­ Destination Relationship Quality: An Abstract Xi Fang, Kalliopi Chatzipanagiotou, and Cleopatra Veloutsou Abstract  Perceived authenticity (PA), known as individual’s impressions of the genuineness, uniqueness, workmanship, aesthetics, utility, multiple integrity of attributes and object free activities in a destination (Bryce et  al. 2015; Fu et  al. 2018). Two important gaps have been identified in this area of research. First, it has been investigated by major studies in culture- or historic- tourism context (Frost 2006; Lu et al. 2015; Zhou et al. 2013). However, there is no agreement on what constitutes the PA in a general tourism context. Second, despite that an increasing research has explored the impact of PA on destination branding relevant concepts, such as destination image (Lu et al. 2015), satisfaction (Chhabra et al. 2003), and loyalty (Yi et al. 2017), there is a lack of a holistic and in-depth understanding of how PA influences the destination relationship quality (DRQ). DRQ, conceptualised as satisfaction, trust and attachment in this study, is the emotional connection between tourists and destinations (Aaker 2004; Chen and Phou 2013; Veloutsou 2015). To this end, semi-structured interviews were conducted by asking visitors and non-visitors about their memories, ideas and overall feelings towards Scotland as a destination. The data analysis detects three aspects of PA that matter to tourists, namely the nature, heritage, and activity-based PA. The heritage-based authenticity results in tourists’ satisfaction and attachment of the destination, which is partly consistent with findings from Chhabra et al. (2003), Bryce et al. (2015) and Scarpi et  al. (2019). The nature-based and activity-based authenticity result in tourists’ satisfaction, attachment and trust of the destination. The findings highlight that nature-based tourism should be a high priority for Scotland. The development of tourism products related to the unique nature of the destination could further enhance tourists’ experiences providing opportunities for a long-lasting relationship with the destination. In general, most marketers promote a destination based on the alliance of different aspects of PA. Therefore, a study of PA should be contingent X. Fang (*) · K. Chatzipanagiotou · C. Veloutsou University of Glasgow, Glasgow, UK e-mail: [email protected]; [email protected]; [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_8

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upon which aspects the destination is mainly focusing on. Certainly, there is more work to be done in understanding specific elements included in each aspect of PA. A survey should be conducted to further confirm whether the configuration of those elements will predict positive DRQ. Keywords  Authenticity · Relationship quality · Tourists · Destination

Reference Available Upon Request

Deceptive Use of the ‘Regionality’ Concept in Product Labelling: An Abstract Marc Herz and Adamantios Diamantopoulos

Abstract  In many situations, consumers prefer regional over non-regional products and are willing to pay a price premium. Yet, the concept of regionality is often ambiguous and misleading. While consumers perceive something ‘regional’ as being produced within their direct home region, legally the term only describes something produced within any specific region. This discrepancy between consumer perceptions and legal requirements allows for loopholes in branding strategies on the managers’ side through which consumers may intentionally be deceived. By using regionality-brand strategies, managers may (legally) deceive consumers, create false associations and subsequently boost brand attitudes. In the present study, we assess the concept of regionality by exploring the discrepancy between legal requirements and consumer perceptions. We analyze how consumers interpret the concept of regionality and which associations are linked to the concept. In complementary experimental studies (total N  =  720 consumers) in varying product categories we assess the impact of different regional designations on consumers’ attitudes and behavioral intentions towards the respective brand. The present results show that consumers (mis)interpret regionality as ‘distance’. Particularly with typical product categories, consumers tend to largely prefer brands with regional designations, as perceived regionality positively correlates with perceived environmental friendliness and healthiness. The results further show how different regionality-brand strategies impact consumers’ brand attitudes. Brands with an unspecific regional designation or a regional branding (brand name) thereby significantly increase consumers’ brand attitudes compared to a neutral brand showing how managers may deceive consumers. However, the present findings further prove that detection of such regionality deception leads to a significant drop in consumers’ brand attitudes, regardless of the underlying product category or regionality-based branding strategies. We explore M. Herz (*) Kleinundpläcking GmbH, Berlin, Germany e-mail: [email protected] A. Diamantopoulos University of Vienna, Vienna, Austria e-mail: [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_9

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this ‘dark’ side of potential deceptive regionality-brand strategies by exploring consumers’ negative reactions when they find out that they were deceived. We, thus, shed light on the surprisingly understudied topic of regionality from a theoretical perspective and provide concrete managerial insights on the use of regionality-brand strategies. Keywords  Brand regionality · Labelling · Consumer deception · Experimental study

References Available Upon Request

Brand Heritage vs. Brand Nostalgia: Same Same, but Different? Stefanie Jensen, Martin Ohlwein, and Sebastian Burczyk

Abstract  When it comes to creating a preference position among customers, brand nostalgia and brand heritage are tried and tested concepts. Although for both constructs there exists a broad body of conceptual literature setting them both clearly apart from each other, this picture is not as clear when it comes to measuring brand nostalgia and brand heritage. A literature review shows ambiguity in the utilized scales and, in consequence, triggers the question whether both concepts are distinct from each other against the background of the prosed conceptual dimensions and measurement approaches. Investigating three sporting goods brands and applying structural equation modeling, we find that brand nostalgia and brand heritage are two distinct constructs that are independent from each other. Furthermore, out of the three proposed dimensions for brand nostalgia, personal nostalgia, historical nostalgia, and perceived brand oldness, only the first two reflect brand nostalgia distinctively, whereas perceived brand oldness stands apart, apparently more leaning towards the brand heritage construct. Keywords  Brand heritage · Brand nostalgia · Measurement scale · Structural equation modeling

Introduction In a variety of product markets, companies’ offerings are becoming increasingly similar. As consumers perceive the technical and functional benefit of many products to be homogenous, marketers are challenged to identify routes that allow superior performance. Offering a product with added value is one of the wellestablished strategic directions to gain an edge over the competition. Differentiation S. Jensen Hochschule für Technik und Wirtschaft des Saarlandes, Saarbrücken, Germany e-mail: [email protected] M. Ohlwein (*) · S. Burczyk International School of Management, Frankfurt am Main, Germany e-mail: [email protected]; [email protected] © The Academy of Marketing Science 2020 F. Pantoja et al. (eds.), Enlightened Marketing in Challenging Times, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-42545-6_10

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can be achieved on a number of fronts, amongst others by exploiting the brand’s history and the consumers’ references to the brand’s past (Burghausen and Balmer 2014). A brand that exists in the market for a certain time has its past. This heritage can be seen as a unique brand asset with a lower risk to get copied by competition than other factors which lie e.g. in product features (Dion and Mazzalovo 2016; Keller and Richey 2006). Therefore, the dealing with and the exploitation of the past of a brand has gained considerable attention in marketing academia and practice in the last decades. This trend is fueled by the consumers’ desire for authenticity, certainty and longevity in an increasing global and dynamic world (Wiedmann et al. 2011), and brands grounded in the past may invoke these positive connotations. Two constructs have been proposed in the context of a brand’s past for better understanding and further researching the related effects: brand heritage and brand nostalgia. The former reflects a facet of brand identity substantiated by longevity and core values (Urde et al. 2007), whereas the latter expresses customer’s affective reactions to a brand’s history (Bartier 2013). Brand heritage takes the organization’s or company’s perspective on the brand past, and brand nostalgia reflects the customer perception and especially the customer relation to the brand’s past. On the surface, the difference between brand heritage and brand nostalgia may seem clear. By looking deeper into both constructs, especially on the level of the measurement scales, it becomes evident that brand nostalgia and brand heritage are not as distinct as they appear on first sight. Research on brand heritage tends to include brand nostalgia, in general as part of the concept and when it comes to measurement (e.g. Rose et al. 2016; Urde et al. 2007). Research on brand nostalgia (e.g. Bartier 2013; Brown et  al. 2003) explains and measures brand nostalgia by employing aspects considered core features of the brand heritage concept. Other research (e.g. Merchant and Rose 2013) reveals a mediating effect of perceived nostalgia on the relation between nostalgia proneness and brand heritage. Although there exist many definitions for both mentioned phenomena, the literature review shows a fundamental gap in the distinction especially when it comes to empirically measuring both phenomena. The aim of this paper lies in finding an answer to the question whether brand heritage and brand nostalgia can be considered as two distinctive concepts, taking into consideration the existing body of literature with the proposed measurement scales. In the following, we first present the theoretical background for the mentioned concepts. Then, we discuss the research methodology and present the empirical findings. The paper concludes with implications, limitations of the study and suggestions for future research.

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Review of Literature on Concepts and Scales Brand Nostalgia The term nostalgia originates from the Greek nostos (return) and algos (pain) and describes the painful longing to return home (Davis 1977). Several definitions and descriptions of nostalgia have emerged in the marketing literature over the past decades. Some authors (e.g. Davis 1977) emphasize the positive emotions evoked by the past, characterizing nostalgia as “an emotional state in which an individual yearns for an idealized or sanitized version of an earlier time period” (Stern 1992, p. 11). Other authors mention stimuli like objects, scenes, or advertising that may trigger a nostalgic response (e.g. Belk 1990; Divard and Robert-Demontrond 1997). Other scholars put a focus on the connection to the “good old times” which are invoked by nostalgia, like Holbrook and Schindler (1991, p. 330) who define nostalgia as “a preference (general liking, positive attitude, or favorable affect) toward objects (people, places, or things) that were more common (popular, fashionable, or widely circulated) when one was younger (in early adulthood, in adolescence, in childhood), or even before birth.” In the same vein, brands can elicit nostalgic feelings. Despite the differences, there seems to be consensus that the phenomenon nostalgia is primarily an emotion, mood, or affective state. Even though mainly seen as emotion, nostalgia can prompt effects with a cognitive share, like brand attachment and trust, and behavioral effects, like purchase intention (e.g. Rose et al. 2016; Sierra and McQuitty 2007). There is also a consensus that nostalgic reflections are predominantly positive. Memories are selective and often filtered through “rose-tinted glasses” in consumer’s memory (Havlena and Holak 1991). Therefore, the notion of being “bitter sweet” is often attributed to nostalgic feelings (Divard and Robert-Demontrond 1997). Nostalgia is an effect linked to the past. This past can either relate to one’s personally lived past or takes people back to a time before their births and therefore is not personally experienced. The longing for the lived past is expressed by personal (or: bonded) nostalgia (Merchant and Rose 2013; Shields and Johnson 2016), whereas cultural or historical references evoke historical (or: vicarious) nostalgia for a period outside an individual’s living memory (Baker and Kennedy 1994; Goulding 2002; Rose et al. 2016). Accordingly, Bartier (2013, p. 1) defines brand nostalgia as “positively valenced past feelings produced by an individual when a perceived old brand has the ability of recalling him positive past memories, lived or learned.” Bartier (2013) conceptualizes brand nostalgia through the three dimensions personal memories, perceived brand oldness, and historical memories and introduces statements to measure those dimensions. Six focus groups with in total 46 participants and a review of the relevant literature resulted in an item pool consisting of 84 statements. An evaluation of both their face and their content validity by three marketing researchers led to a condensed set of 61 items. Through three sequential quantitative studies, the measurement scale was finally reduced to 14 items: 6

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i­ndicators reflecting personal memories, 5 reflecting perceived brand oldness and 3 reflecting historical memories. Jensen et al. (2018) refined this scale based on insights from in-depth interviews with experts and consumers followed by a quantitative study. The authors cut the measurement model down to seven statements. Except for historical memories, the reduced scale met the established threshold values for Cronbach’s α, the average variance extracted, the composite reliability as well as the indicator reliability. Nevertheless, the findings suggest that “additional research may be necessary to improve the scale” (Jensen et al. 2018).

Brand Heritage Brand heritage may be seen as a variation of the larger concept of brand equity in the way that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal (Hudson 2011). Brand heritage is “a dimension of a brand’s identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important” (Urde et al. 2007, p. 5). Over a period of time, a sequence of accumulated brand-related experiences from multiple sources shape brand perceptions (Rindell 2007). The brand’s early roots add authenticity and differentiation, especially as the brand’s identity is re-interpreted in contemporary times (Aaker 2004). Hence, brand heritage must be differentiated from brand history and simple longevity (Lowenthal 1998). Urde et al. (2007, p. 9) state that all “brands have a history” (a past) but only “some have heritage”. Brand history comprises a brand’s past, and it includes the integrity of its roots and details. Brand heritage surpasses sole antiquity as it clarifies the past and “helps making a brand relevant to the present and prospectively the future” (Urde et al. 2007, p. 6). Furthermore, a brand with a heritage is not necessarily a heritage brand. A heritage brand is one with a positioning and value proposition that is based on its heritage (Urde et  al. 2007). However, historic cues used for marketing purposes must not always reflect the real past of the brand. Sometimes, history is invented, and brands which seem to have a considerable past are in fact of a less illustrious origin which even might be factitious (Urde et al. 2007). There are three empirically verified scales to measure brand heritage. Following the systematic process as suggested by Diamantopoulos and Winklhofer (2001), Wiedmann et al. (2011) operationalize brand heritage with 15 formative indicators. Those intend to reflect the five key elements of brand heritage as proposed by Urde et  al. (2007): a brand’s record of accomplishment, longevity, core values, use of symbols and the importance of the history for the organization itself. Exploratory interviews with marketing researchers and managers validated that the proposed statements fully capture the brand heritage construct. A subsequent quantitative study confirmed the suitability of the measurement scale.

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Based on five focus groups, during which participants were asked if they felt a certain brand (Chrysler cars, Wells Fargo bank, Jack Daniel’s whiskey, and Mountain Dew soft drink) had heritage and about the adjectives they would use to describe it, Merchant and Rose (2013) generated a list of 16 candidate items. In a second step, three statistical criteria served to condense this list of reflective indicators to 12 statements: an item-to-total correlation above 0.50, an average inter-item correlation above 0.30, and a factor loading above 0.60 (Merchant and Rose 2013, p. 2623). Like Wiedmann et al. (2011), Merchant and Rose (2013) conceptualize brand heritage as a unidimensional construct. Pecot et al. (2017) suggest developing a new scale measuring consumer perception of a brand’s heritage by means of reflective indicators. Based on an analysis of the existing literature and 25 exploratory interviews the authors generate 110 statements. Following recommendations on scale development (Churchill 1979), factor analysis (Hair et al. 2018) and structural equation modeling (Gerbing and Hamilton 1996) they end up with a measurement model consisting out of three dimensions and ten reflective indicators. Nevertheless, none of the three measurement scales outlined can be considered firmly established and, as with brand nostalgia, empirical validation is still in its infancy. The review of literature on concepts and scales lead to the following three research objectives to be investigated in the subsequent chapters: 1. Find out whether brand nostalgia and brand heritage are two distinct constructs or not It is essential to clarify whether brand nostalgia and brand heritage are separate constructs. 2. Examine the interdependency between the constructs brand nostalgia and brand heritage Despite being potentially two distinct constructs, the theoretical findings suggest that brand heritage and brand nostalgia are not independent from each other. This holds especially true taking into consideration that the measurement models for both latent variables heavily rely on consumers’ perception of the brand-­ related past. 3. Investigate the potential overlap between brand heritage and perceived brand oldness There seems to be a close relation between the brand heritage measurement items related to longevity and one brand nostalgia dimension, namely the perceived brand oldness. It could be questioned whether perceived brand oldness is, in a direct comparison, a dimension belonging to brand nostalgia or even more to brand heritage.

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Research Approach and Sample Characteristics In preliminary in-depth discussions, the product category sporting goods and three well-known brands – Adidas, Nike and Under Armour – were chosen as stimuli for the subsequent quantitative survey. The brands were selected to represent a broad range of brand heritage and brand nostalgia levels: Adidas being active in the geographical market since 1949, which Nike entered in 1978 and Under Armour in 2016. For each interview, one out of the three brands was randomly picked as a reference for the statements. The answers to the quantitative main study were collected through an online questionnaire. After eliminating incomplete data sets, the data file consisted out of 227 responses. In line with the main target group of the mentioned brands, a large majority (83%) of the respondents belonged to the age group 15–25 years, 8% were between 26 and 30 years and 9% were older than that. The female respondents (63%) outweigh the male respondents (37%).

Empirical Findings Operationalization of the Two Latent Constructs Limitations, especially as to the length of an online questionnaire, induced the necessity to focus on one of the three measurement models for brand heritage. Although the measurement model developed by Pecot et  al. (2017) is the most recent, preference was given to the scale introduced by Wiedmann et  al. (2011). This is mainly due to it being the initial attempt and characterized by the methodological rare approach of relying on formative indicators. A brand heritage index (BHI) was constructed in two steps. At first, the indicators were transformed into an equal number of factors by an exploratory factor analysis (EFA) applying the principal component method and Varimax rotation. Then, the BHI was calculated as the sum of the factor scores weighted by the relative sum of its squared loadings after rotation. The BHI ranged from −14.23 to 7.25 (M = 0.00, SD = 3.61), did not follow a normal distribution (p