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Finding New Ways to Engage and Satisfy Global Customers

Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

  • Conference proceedings
  • © 2019

Overview

Editors:
  1. Patricia Rossi

    1. Marketing Department, IÉSEG School of Management, Lille, France

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    You can also search for this editor in PubMed   Google Scholar

  2. Nina Krey

    1. Rohrer College of Business, Rowan University, Glassboro, USA

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    You can also search for this editor in PubMed   Google Scholar

  • Explores new and innovative ways for marketers to find new customers in the global economy
  • Examines how marketers can ensure high customer satisfaction and maintain customer loyalty
  • Features cutting-edge research from global scholars and academics based on solid theory and rigorous research methodology
  • Provides insights for theory and practice
  • Features papers presented at the 21st Academy of Marketing Science (AMS) World Marketing Congress (WMC)

Included in the following conference series:

Conference proceedings info: AMSWMC 2018.

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About this book

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.

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Table of contents (270 papers)

  1. Front Matter

    Pages i-xlvii
    Download chapter PDF

  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
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Other volumes

  1. Finding New Ways to Engage and Satisfy Global Customers

Editors and Affiliations

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

    Patricia Rossi

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

    Nina Krey

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