Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

  • Leroy Robinson, Jr.
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xliii
  2. Göran Svensson, Greg Wood, Michael Callaghan
    Pages 1-1
  3. Janice M. Payan, Göran Svensson, Greg Wood, Jang Singh, Michael Callaghan
    Pages 3-3
  4. Marko Sarstedt, Manfred Schwaiger, Christian M. Ringle
    Pages 8-8
  5. Matti Jaakkola, Olli-Pekka Kauppila, Matti Tuominen, Mika Westerlund
    Pages 9-13
  6. Michael Jay Polonsky, Stacy Landreth Grau, Romana Garma
    Pages 14-18
  7. Géraldine Michel, Sophie Rieunier
    Pages 22-22
  8. Petra Wilczynski, Marko Sarstedt, TC Melewar
    Pages 23-23
  9. Colin Campbell, Leyland Pitt, Pierre Berthon, Deon Nel
    Pages 25-25
  10. Hans Eibe Sørensen, Nils Stieglitz
    Pages 31-31
  11. Matti Jaakkola, Johanna Frösén, Petri Parvinen, Matti Santala, Antti Vassinen
    Pages 32-36
  12. Bashar S. Gammoh, Kevin E. Voss, Xiang Fang
    Pages 39-39
  13. Sonia Ketkar, Jeffrey S. Podoshen
    Pages 40-40
  14. Yasemin Ocal Atinc
    Pages 59-59
  15. Pilsik Choi, Rosanna Garcia, Colette Friedrich
    Pages 61-61
  16. Anjali Bal, Leyland Pitt, Pierre Berthon
    Pages 63-63
  17. Linda Siso, Geoff Bick, Russell Abratt
    Pages 64-64
  18. Andreas Hinterhuber, Hinterhuber & Partners
    Pages 76-80
  19. Nwamaka A. Anaza, Brian Rutherford, Adrienne Hall
    Pages 81-81

About these proceedings


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

This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.


Academy of Marketing Science Brand Management Customer Behavior Marketing Engagement Marketing Research Marketing Strategy

Editors and affiliations

  • Leroy Robinson, Jr.
    • 1
  1. 1.University of Houston-Clear LakeHoustonUSA

Bibliographic information