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Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs

Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA

  • Conference proceedings
  • © 2023

Overview

Editors:
  1. Bruna Jochims

    1. Marketing, SKEMA Business School, Lille, France

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    You can also search for this editor in PubMed   Google Scholar

  2. Juliann Allen

    1. College of Business Administration, Nicholls State University, Thibodaux, USA

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Explores ways to serve customers and invoke optimism in the new normal
  • Emphasizes the innate optimistic nature of marketing
  • Offers cutting-edge research and insight on marketing theory and practice

Included in the following conference series:

Conference proceedings info: AMSAC 2022.

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Table of contents (173 papers)

  1. Front Matter

    Pages i-xli
    Download chapter PDF

  2. Leveraging Similarity and Congruency for Persuasive Sensory-Based Communication: An Abstract

    • Margot Racat, Mathieu Kacha, Brad D. Carlson, Sonia Capelli
    Pages 1-2

  3. The Effect of Immersive Technology on Second Chance Tourism: An Abstract

    • Amela Dizdarevic, Alice Crépin
    Pages 3-4

  4. From Eerie to Aww: Embracing the Imperfect Side of Humans Can Improve the Consumer-Robot Interaction: An Abstract

    • Rae Yule Kim, Sandrine Heitz-Spahn, Nina Belei, Rajiv Vaidyanathan
    Pages 5-6

  5. Perceived Quota Difficulty and Its Relevance to Ethical Decision-Making and Sales Performance: An Abstract

    • Ashmita Lamichhane, Kirby Shannahan, Rachelle Shannahan
    Pages 7-8

  6. Sales Management Just Got Brighter and More Resilient during Covid-19: An Abstract

    • PonMythili Muralidharan, Rajeshwari Krishnamurthy, Shibashish Chakraborty
    Pages 9-10

  7. The Impact of Salesperson Intentions on Sales Training Transfer: An Abstract

    • Blake Runnalls, Douglas E. Hughes, Pinar Kekec
    Pages 11-12

  8. Using Macromarketing to Teach Business Sustainability: An Abstract

    • Mark Peterson
    Pages 13-14

  9. The Role of Entrepreneurial Competencies in Enterprise and Marketing Pedagogy: Lessons from Business Start-Ups: An Abstract

    • Nicky Kinsey, Vita Kadile
    Pages 15-16

  10. Business Ties, National Institutions, and Firm Performance: An Abstract

    • João S. Oliveira, Eleni Lioliou, John W. Cadogan
    Pages 17-18

  11. “Come to Us, We Have Scooters” – Electric Scooter Sharing and Closed-Campus Micromobility: An Empirical Study on Usage Patterns in Different Pandemic Scenarios

    • Meike Grimme, Gabriel Yuras, Marc Kuhn
    Pages 19-31

  12. Does Lego “Build” Reputation for Denmark? Consequences of Brand Performance on Country Brand Reputation: An Abstract

    • Abhishek Borah, Francesca Bonetti
    Pages 33-34

  13. Emotional and Cognitive Trust in Social Conversational Agents: An Abstract

    • Tianling Xie, Benjamin George, Iryna Pentina
    Pages 35-36

  14. Information Overload in Voice-Based Alexa Shopping: Does Customer Involvement Play a Role?: An Abstract

    • Zhezhu Wen, Iryna Pentina
    Pages 37-38

  15. Shopping with Voice Assistants: How Empathy Affects Individual and Social Buying Behavior: An Abstract

    • Alex Mari, Andreina Mandelli, René Algesheimer
    Pages 39-40

  16. “Hey Google, Can I Text You?” Investigating AI Digital Assistants Modality to Service Emerging Customer Needs: An Abstract

    • Hannah Marriott, Valentina Pitardi
    Pages 41-42

  17. Digitalization Through Technology and Sales Performance: Extended Framework: An Abstract

    • Rocio Rodriguez, Nils Hogevold, Göran Svensson, Carmen Otero-Neira
    Pages 43-44

  18. The Service Provider Guided Consumer Milestone Journey: An Abstract

    • Amanda Ann Garrison, Linda L. Price
    Pages 45-46

  19. Special Session: Scale Measurements Review 101: Understanding Problematic Issues and Insights in Developing and Using Scale Measures in Academic Research: An Abstract

    • David J. Ortinau, Barry J. Babin, John B. Ford, Nina Krey, David Locander
    Pages 47-48

  20. I Got It from My Parents! How Entrepreneurs from Emerging Markets Become Innovators: An Abstract

    • Mirco Bolten
    Pages 49-50
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  1. Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs

Keywords

About this book

Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the “new normal”. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. It also acknowledges the role digital technology and innovation have played a crucial role during these dark times and how they impact current and future customer experiences.

 

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among itsservices to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Editors and Affiliations

  • Marketing, SKEMA Business School, Lille, France

    Bruna Jochims

  • College of Business Administration, Nicholls State University, Thibodaux, USA

    Juliann Allen

About the editors

Bruna Jochims is Assistant Professor of Marketing at SKEMA Business School (Lille, France). Her fields of research include behavioral change, sensory marketing and decision-making.

 

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

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