Marketing at the Confluence between Entertainment and Analytics

Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress

  • Patricia Rossi
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xliv
  2. Claire Roederer
    Pages 1-5
  3. Itzhak Gnizy, John W. Cadogan, João S. Oliveira, Asmat Nizam
    Pages 29-33
  4. Leonidas C. Leonidou, Bilge Aykol, Thomas A. Fotiadis, Paul Christodoulides
    Pages 37-37
  5. Alice Bertrand, Corine Cohen, Patsy Perry, Gwarlann de Kerviler, Ralf Wagner
    Pages 41-42
  6. Suzanne Amaro, Luisa Andreu, Shenhua Huang
    Pages 43-44
  7. Joy Parkinson, Sharyn Rundle-Thiele, Margaret Allman-Farinelli
    Pages 45-56
  8. Gerhard Wagner, Hanna Schramm-Klein, Sascha Steinmann, Gunnar Mau
    Pages 109-110
  9. Jean-Eric Pelet, Basma Taieb, Monia Massarini, Norchene Ben Dahmane Mouelhi, Prashant Mishra, Zaid Mohammad Obeidat et al.
    Pages 111-124
  10. Julian K. Saint Clair, Mitchell Hamilton, Delancy Bennett
    Pages 125-129
  11. Shereen Mahmoud El-Shennawy Ghanem, Nadia EL-Aref, Omneya Mokhtar Yacout
    Pages 147-160
  12. Hector Gonzalez-Jimenez, Fernando Fastoso, Kyoko Fukukawa
    Pages 193-194
  13. Triparna Gandhi, Liliana Bove, Anish Nagpal
    Pages 223-228
  14. Agung Sembada, Yelena Tsarenko, Dewi Tojib
    Pages 229-233
  15. Parker Woodroof, George Deitz, Katharine Howie
    Pages 255-259
  16. Timothy M. Daly, Joanne Sneddon, Julie Anne Lee, Geoffrey Soutar
    Pages 267-268

About these proceedings


This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society.

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 World Marketing Congress International Marketing Marketing Analytics Marketing Management Ethics in Marketing Digital Marketing Consumer Behavior

Editors and affiliations

  • Patricia Rossi
    • 1
  1. 1.Marketing DepartmentIESEG School of Management (LEM-CNRS)LilleFrance

Bibliographic information