Finding New Ways to Engage and Satisfy Global Customers

1. Front Matter

   Pages i-xlvii

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2. Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions

   • Samer Elhajjar, Sihem Dekhili

   Pages 1-12

3. Blink: Advertising in a Multi-Media Environment: An Abstract

   • Federica Furlan, Douglas West, Prokriti Mukherji, Agnes Nairn

   Pages 13-14

4. Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract

   • Klaus-Peter Wiedmann, Janina Haase, Jannick Bettels

   Pages 15-15

5. Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract

   • Thomas L. Powers, Seongwon Choi

   Pages 17-18

6. Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract

   • Catherine da Silveira, Cláudia Simões

   Pages 19-20

7. Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract

   • Flávio Régio Brambilla, Ana Flávia Hantt

   Pages 21-22

8. Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing: Examination of Multicultural Perspectives: An Abstract

   • Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, Ben Lowe, Bob McDonald, Gillian Sullivan Mort

   Pages 23-24

9. Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses: An Abstract

   • Theresa A. Kirchner, John B. Ford

   Pages 25-26

10. Co-Production and Social Service Providers’ Performance: Parental Satisfaction with Childcare Markets: An Abstract

    • Ann-Kathrin Seemann, Jörg Lindenmeier

    Pages 27-28

11. Connecting with Consumers in Subsistence Marketplaces: An Abstract

    • Ben Lowe, Gillian Sullivan Mort, Md Rajibul Hasan

    Pages 29-30

12. Advancing Mission-Based Metrics: An Abstract

    • Bob McDonald

    Pages 31-31

13. The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract

    • Patricia Coutelle, Véronique des Garets, Laurent Maubisson, Arnaud Rivière

    Pages 33-34

14. Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions

    • Mihai Calciu, Jean-Louis Moulins, Francis Salerno

    Pages 35-48

15. Web Personalization Experience: Value Creation or Value Destruction? An Abstract

    • Laetitia Lambillotte, Ingrid Poncin

    Pages 49-50

16. IoT’s Consumer Acceptance: A New Perspective: An Abstract

    • Sabrina Hombourger-Barès, Leila El Kamel

    Pages 51-52

17. New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract

    • Kathryn Woodbury Zeno, Gladys Torres-Baumgarten

    Pages 53-53

18. Improving Targeting by Taking Long-Term Relationships into Account

    • Benedikt Lindenbeck, Rainer Olbrich

    Pages 55-67

19. Managing the Bright and Dark Sides of Humorous Response in Service Recovery: An Abstract

    • Hyunju Shin, Lindsay R. L. Larson

    Pages 69-69

20. Do Variety Seekers Rely on Information for their Food Choice? The Role of Type of Novelty of Food: An Abstract

    • Sujatha Manohar, Varisha Rehman

    Pages 71-71

This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

• Academy of Marketing Science (AMS)
• AMS World Marketing Congress (WMC)
• Customer Satisfaction
• Global Customers
• Consumer Behavior
• Social Media Marketing
• Customer Loyalty
• Marketing Innovation

• Marketing Department, IÉSEG School of Management, Lille, France

  Patricia Rossi

• Rohrer College of Business, Rowan University, Glassboro, USA

  Nina Krey

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