Marketing at the Confluence between Entertainment and Analytics

1. Front Matter

   Pages i-xliv

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2. Special Session: Customer Experience

   • Claire Roederer

   Pages 1-5

3. Branding Strategy Development Through Knowledge Creation: A Structured Abstract

   • Popy Rufaidah

   Pages 7-12

4. Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance: An Abstract

   • Nebojsa S. Davcik, Piyush Sharma, Nicholas Grigoriou

   Pages 13-13

5. Does It Pay Off to Sustain a Brand? A Meta-analysis of the Relationship Between Intellectual Capital and the Financial Performance of the Firm

   • Elisabeth Albertini, Fabienne Berger-Remy

   Pages 15-27

6. National-Regional Diversification Strategy and Export Performance: An Extended Abstract

   • Itzhak Gnizy, John W. Cadogan, João S. Oliveira, Asmat Nizam

   Pages 29-33

7. Cross-Functional Dispersion of Export Marketing Decision-Making and Export Performance: A Study of UK Firms—An Abstract

   • João S. Oliveira, Itzhak Gnizy, John W. Cadogan, Asmat Nizam

   Pages 35-36

8. Betrayal Intention in International Business Relationships: Temporal and Contractual Moderating Effects (An Abstract)

   • Leonidas C. Leonidou, Bilge Aykol, Thomas A. Fotiadis, Paul Christodoulides

   Pages 37-37

9. Stability and Multinational Flexibility as Drivers of Export Performance: An Abstract

   • Tsipora Ehrlich, Aviv Shoham

   Pages 39-40

10. Special Session: Evolution of the Luxury Industry in a Digital World

    • Alice Bertrand, Corine Cohen, Patsy Perry, Gwarlann de Kerviler, Ralf Wagner

    Pages 41-42

11. Generation Y Travelers’ Intentions to Book Airbnb Accommodation: An Abstract

    • Suzanne Amaro, Luisa Andreu, Shenhua Huang

    Pages 43-44

12. Commercial Weight Loss Programs Changing Eating Behaviors for Good

    • Joy Parkinson, Sharyn Rundle-Thiele, Margaret Allman-Farinelli

    Pages 45-56

13. How Sharing Meals Influences Nutritional Risk Taking: An Extended Abstract

    • Marie-Eve Laporte

    Pages 57-60

14. Exploring How Young Consumers’ Processing Snack Packaging Cues: An Extended Abstract

    • Khanyapuss Punjaisri, David Harness

    Pages 61-65

15. Segmenting Small-Business Customers: The Role of Socially Related Traits—An Abstract

    • Shaked Gilboa, Tali Seger Guttman

    Pages 67-67

16. Strategic Management of Brand Heritage: Two Positioning Perspectives—Abstract

    • Fabien Pecot, Virginie De Barnier

    Pages 69-69

17. Strengthening the Position of Existing Offering Through Decoys: An Extended Abstract

    • Marvyn Boatswain, Stavros Kalafatis

    Pages 71-76

18. The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry

    • Prince Kodua, Priscilla Mensah

    Pages 77-90

19. Omni-Channel Retailing: Knowledge, Challenges, and Opportunities for Future Research

    • Fanjuan Shi

    Pages 91-102

20. Consumers’ Multi-Channel Shopping Experiences in the UK Grocery Sector: Purchase Behaviour, Motivations and Perceptions: An Extended Abstract

    • Patricia Harris, Helen Robinson, Francesca Dall’Olmo Riley, Chris Hand

    Pages 103-107

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

• Marketing Department, IESEG School of Management (LEM-CNRS), Lille, France

  Patricia Rossi