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Managerial Decisions on International Price Adaptation: An Abstract.- A Cross Cultural Comparison of Middle Class Meanings of Money in India and South Korea: An Abstract.- Ad Length and the Presence of the Timer in In-Stream Commercial: An Abstract.- Strategies for Theory Assessment and Enhancement in Marketing: An Abstract.- Understanding Perceived Values and Behavioral Effects of Mobile Apps: An Abstract.- When the service experience drives negative and positive emotions.- Seeking Relief from Negative Emotions: Customer Revenge as an Emotional Outlet.- The Company or the Crowd? Comparing Consumers’ Reactions to Peer-Provided and Firm-Provided Customer Support: An Abstract.- Global Country Social Responsibility: What Is It?: An Abstract.- Influencing Factors on Moral Licensing Effect - A Meta-Analytic Approach: An Abstract.- The Role of Honor as a Key Global Marketing Dimension for Business and Academia.- The Influence of Posture on Taste: An Abstract.- The Power of Scent: Effects ofScent on Temperature Perception Due to Synesthesia: An Abstract.- If I Touch I Like It! The Interplay between Tactile Inputs and Gustatory Perceptions: An Abstract.- An Abstract: The Unconscious Affection Factor: Exploring the Dual Facets of Customer Perceived Value and Their Impact on Brand Attachment.- Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects: An Abstract.- The Effect of Advertising Concentration on Retailers’ Market and Financial Performance: An Abstract.- Advertising Expenditures, Negative Corporate Social Performance, and Firm Performance: Does Advertising Orientation Matter? An Abstract.- Marketing Strategy and Strategic Environment Performance Sustaining Configurations: A Set-Theoretic Approach: An Abstract.- The FREE (Firm Resources and External Environment) Framework as an Alternative to SWOT: An Abstract.- Can Marketing and IT Be Friends?:&nbsp; The Impact of Information Strategy, Structure, and Processes on Business Performance: An Abstract.- Perspective-Taking and Persuasiveness of Charity Advertising Appeals: An Abstract.- An Abstract: Political Ideology of Donors and Attribution Messages in Charity Advertising.- Cause-Related Marketing from the Nonprofit’s Perspective: An International Comparison: An Abstract.- Developing a Scale to Measure Brand-Evoked Nostalgia in Belgium and the United States: An Abstract.- Style of Thinking as Moderator of Drivers of Consumer Brand Identification: An Abstract.- Does COO Still Matter? An Examination of Country of Origin Effects on Purchase Intentions under Recall Circumstances: An Abstract.- Managing Customer Reactions to Brand Deletion: An Abstract.- The Influence of Chief Executive Officers’ Regulatory Foci on Firms’ Advertising, R&D, and Corporate Social Responsibility: An Abstract.- The Mechanisms of Punishment on Consumer’s Forgiveness and Trust Repair: An Integrated Causal Attribution Model of Trust Repair.- An Exploratory Analysis of Consumer Opinions, Ethics and Sentiment of Neuromarketing: An Abstract.- An Abstract: Ethical vs. Unethical Advertisements: Evaluation and Recall.- Entering the Performance-Based Contracting Business –An Exploration of Sales-Related Challenges: An Abstract.- An Abstract: Performance Impact of Customer Orientation, Task Interdependence and Information Sharing in Sales Teams.- Cross-Border M&A: Implications for Marketing Capability: An Abstract.- Radical Multicultural Marketing: Examining the Communication Strategies Used by Multicultural Marketing Agencies: An Abstract.- Task Master or Task Novice: An Abstract on a Strategic Decision-Making Experiment.- Self-Affirmation of Narcissists on Social Media: A Study Proposing a New Method of Categorization on Facebook Ads.- You’ve Got It! Pronouns Increase Self-Referencing and Engagement on Facebook: An Abstract.- The Effects of Holistic Thinking Style On Attitude toward Innovative Design: Role Of Value Presentation: An Abstract.- Sensory Similarity: A Physical Product Perception in Online Context.- Who Regrets More After a Choice? The Role of Dialectical Thinking: An Abstract.- An Abstract: More than a Black Eye! The Effect of Violence Exposure in Anti-IPV Campaigns.- Integrating Social Media into Health Care Marketing: An Abstract.- Patient Safety and Employee Word-of-Mouth Communication: An Abstract.- Does Customer Co-Creation Really Produce Value?:&nbsp; An Abstract.- Purchase Quantity Restrictions: Good or Bad?: An Abstract.- A Comparison of Brand Loyalty between on the Go and Take Home Consumption Purchases: An Abstract.- The Role of Brand Strength and Customer Satisfaction in Explaining Store Loyalty: An Abstract.- The Effect of Gender Differences on Online Shopping Payment Methods: An Abstract.- Consumer Reactions to Low vs. High Levels of Customization: An Abstract.- Big Data-Driven Marketing: An Abstract.- Comparing Lab, Virtual, and Field Environments in Sensory Product Acceptance Testing: An Abstract.- The Influence of Place Attachment and aCertification of Event Sustainability on Residents’ Perceptions of Environmental Impacts and Event Support: An Abstract.- Review Richness: How Online Consumer Review Information Content Shapes Persuasion Though Review Richness: An Abstract.- An Abstract on AEL as a Fundraisers Relationship Building Tool.- I Don’t Think it’s Real – Exploring the Genres of Reality Programming: An Abstract.- Automation in Credit Card Repayment: A Friend or a Foe?: An Abstract.- A Financial Leap of Faith: Government Funding For Community CSR and Sustainability Initiatives: An Abstract.- A Framework to Monitor Corporate Sustainable Development in Supply Chains: An Abstract.- Providing Value to SMEs and their Stakeholders through Corporate Social Responsibility Initiatives: An Abstract.- Embedding CSR in the firm’s DNA: The case for Strategic CSR in Emerging Markets: An Abstract.- E-Mobility Marketing – Standardization or Specialization.- Is Online Sharing and Word-of-Mouth More Prevalent Among CollectivistConsumers?.- An Abstract: Examining Online Chinese Buyer-Seller Relationships: Understanding E-Guanxi.- Uber and the Sharing Economy: Changing Strategies and Global Markets: An Abstract.- A Study on the Relationship between BOP Orientation and Firm Performance: An Abstract.- Resource Advantage Theory, Service Dominant Logic, and Healthcare Consumer Experiences: An Abstract.- Improving Personal Hygiene and Water Conservation Among South African Children: A Pilot Test of Knowledge and Attitude Change: An Abstract.- Money isn’t Everything?! Investigating Public Policies to Engage Energy Efficiency in Private Homes: An Empirical Analysis on Consumer Motives: An Abstract.- Short- and Long-Term Consumer Reactions to Promotions: An Abstract.- Does “Hot” Lead to “Not so Hot?” Sexy Images, Indulgent Consumption, and the Impacts of Gender and Self-Construal: An Abstract.- An Abstract: Gender, Emotions, and Judgments: An Analysis of the Moderating Role of Gender in Influencing the Effectiveness of Advertising and Pricing Tactics.- Influence of Social Context on Consumption in the USA: An Abstract.- An Abstract: Revealing the Young People’s Cognitive Structure of Sharing Video Online: An Exploratory Research.- User-Generated Advertising: The Effects of Consumer-Created Brand Videos on Brand Attitudes:&nbsp; An Abstract.- Exploring the Role of Audience Participation and Para-Social Interaction on Endorsement Effectiveness in Vlogs: An Abstract.- Technology-Based Self-Service (TBSS) Innovations in B2B Settings:&nbsp; An Abstract.- An Abstract: Open Data Innovation: What are Main Issues / Challenges for Open Data Projects in Sweden.- Consumers Perception of Price Premiums for Greenwashed Products: An Abstract.- Exploring Consumer Spending When Redeeming Online Daily Coupons: An Abstract.- An Abstract: Price Promotion for A Pre-Ordered Product: The Moderating Role of Time-of-Release.- An Examination of Heavy Coupon Use, Opinion Leadership, and Self-Confidence: An Abstract.- Investigating Social Media Activity as a Firm’s Signaling Strategy Through an Initial Public Offering.- Digital Retailing: An Abstract for Preliminary Results of a Systematic Literature Review.- An Abstract: Challenges in Data Driven Innovation Towards European Digital Single Market.- The Effects of Color and Position of Add-to-Cart Button on Click Intention: An Abstract.- Why Do Certain Products Influence Grocery Store Choice? The Role of Anchor Products and Their Relationships with other Store Choice Factors: An Abstract.- Effects of Product Categories on Consumers’ Spending in Multiple Retail Formats: An Abstract.- Well That’s Embarrassing: An Examination of Product Package Differences and the Impact on Embarrassment: An Abstract.- Marketing’s Theoretical and Conceptual Value Proposition: An Abstract.- The Mind of the Beholder: Luxury Product Placement and Product-Background Scene Congruency.- The Lovemarks Effect: An Abstract.- Globalizing Consumers’ Attitudes Toward Marketing:&nbsp; An Exploratory Study in a Multicultural Marketplace: An Abstract.- Compulsive Buying in China: Measurement, Prevalence, and Characteristics.- Material Possessions and Hedonic Experience: Paradoxes of Luxury Consumption in Emerging Markets: An Abstract.- Welcome to Brand-Topia: The Role of Transportation and Identification in Brand Storytelling: An Abstract.- The Ideology Underlying Consumer Boycott Studies: Are We Boycotting a Deeper Understanding of the Theme?: An Abstract.- Explaining Motivational Needs Through Positive Affect and Brand Tribalism: An Abstract.- The Quantified Self – The Role of Consumers’ Smart Wearables Perception Offered by Insurance Companies: An Abstract.- Does a Hologram Give an Encore? Authenticity in Mixed-Reality: An Abstract.- Happiness by Design: A Self-Construction Framework of Proteus and Networking Effects in Online Games: An Abstract.- An Abstract: The Influence on Need for Cognition, Web-Expertise and Trust on Online and Offline Information Search Behavior.- An Abstract: The Effect of Placement Context on Brand Persuasiveness.- Brand Advertising in an Access–Ownership World: How Marketing Channels Impact Message Persuasiveness: An Abstract.- Green Identity: Myth or Reality: An Abstract.- Understanding the Effect of Perceived Reasonableness on Customer Satisfaction in Relation to Moral Identity: An Abstract.- Nostalgia and Astrometry as Precursors of Superstitious Beliefs: An Abstract.- Love Makes the Daredevil: Mating Mindset and Proactive Tendency: An Abstract.- Thankfulness and Hope as The Driving Emotions in Mommy Blogs: An Abstract.- Red Sox Versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance: An Abstract.- The Way to Regained Trust Through Service Recovery is Paved With Consumer Forgiveness: The Effects of Service Failure Characteristics.- Service Quality and Satisfaction of Traditional and Technology Enhanced Services.- The Moderator Effect of Previous Dissatisfaction with Service Category on Co-Creationwith Consumers.- Cross-Cultural Study of Social Media Based Brand Communities: An Abstract.- Keep It Simple: Readability Increases Engagement on Twitter: An Abstract.- The Stories Packages Tell:&nbsp; A Typology of Product Stories Told on Grocery Product Packages: An Abstract.- Cool Marketing for Icewine?&nbsp; Investigating Producer’s Product Positioning, Segmentation and Marketing Mix for Canadian Icewine: An Abstract.- Mapping Country Wine Brand Personalities: Examples from Five Nations: An Abstract.- The Taste of Ageing – A 26-Year Analysis of Publications in the International Journal of Wine Business Research: An Abstract.-&nbsp; Special Doctoral Colloquium Session: The Difficulties, Issues, and Pitfalls Doctorate Students Must Conquer in Becoming a Researcher, Author, and Scholar: An Abstract.- Salesperson Performance and Commitment and Buyer Relational Behaviors as Antecedents of Buyer’s Desire for Business Relationship with Suppliers: An Abstract.- The Effects of S-D Logic on Inter-Firm Relationships: An Abstract.- The Mediating Effect of Trust and Commitment on Economic and Non Economic Satisfaction: An Abstract.- Business Mating Online: How Online Referrals Influence Supplier Selection?: An Abstract.- Social Media Links on Magazine Advertisements: When Do We Need Them?.- Snapchat as an Influential Tool for Marketing Communication: An Exploratory Analysis of Brands Usage:&nbsp; An Abstract.- Covert Persuasion Attempts: Do People Notice? An Abstract.- Improving Banner Ad Strategies Through Predictive Modeling.- A Brand Foci Model to Explain Achievement Needs: A Contradictory Explanation: An Abstract.- How do Different Service Employees Deliver the Brand to Consumers?: An Abstract.- The Values of Storytelling: From Tactics to Transformative Action: An Abstract.- Abstract: Do Ads That Tell a Story Always Perform Better? An Anthropomorphism-Based Response.-&nbsp; Abstract: The Mediating Effect of Storying on the Relationship Between Psychological Capital and Salesperson Performance.- Abstract: Storytelling as a Tool to Increase the Influence of Marketing within the Firm.- Abstract: Marketing’s Point of View: Narrative Competition Within the Firm.- Abstract: Will Storytelling be Able to Let the Old Dream of Marketing for a Better World Come True? – Developing a Conceptual Framework of a “Transformative Story-telling Approach” and Sketching an Agenda for Joint Research Efforts.- An Abstract: Inferring the Personalities of B2B Salespeople from Text-Based Interviews: An Exploratory Study.- The Impact of Subjective Well-Being on Salesperson Relational and Economic Performances: An Abstract.- When (Not) to Use Humor in a B-to-B Relationship: The Role of the Exploration Relationship Phase in the Effects of Humor on Business Performance: An Abstract.- Information Search at the Point of Sale – How Information Source Influences Customers’ Purchase Channel Switching Intention: An Abstract.- The Value of Shopping Channels and the Relationship With Social Exclusion and Perceived Well-being: An Abstract.- Toward the Identification of Consumer Retailer Nostalgia: An Abstract.- Standing Out by Standing Up: Brand Differentiation and Minority Influence Theory: An Abstract.- Conversion Theory in Marketing.- Building Brand Identification Through Cause-Brand Alliances: The Role of Perceived Cause Controversy: An Abstract.-&nbsp; Detecting Careless Respondents in Survey Data: Floodlight Detection of Careless Respondents.- Quantitative Insights from Qualitative Data: Using the Doubling Technique in Correspondence Analysis: An Abstract.- Lacking Correspondence Between Subjective and Objective Performance Data Among Small Business Managers: An Abstract.- Green Innovation in Technological Networks: An Abstract.- Sporty, Posh or…What Type of Wearable Fits You? A Conceptual Framework for Consumer’s Adoption of Wearable Devices: An Abstract.- The Past and Future of Co-Creation: An Abstract.- Do Brands Improve Consumer Perception Due To Product Placement In Emerging Markets ?.- Global Positioning Strategies: A Comparison of Positioning Strategies Used in German and American Airline Magazine Advertisements: An Abstract.- Using the Sales Process as an Instructional Tool to Improve Student Perceptions of Instructor Responsiveness, Pedagogical Affect, and Likelihood to Enroll: An Abstract.- Intentions to Pursue a Sales Career: Integrating Intentions to Study Sales and Learning Experience: An Abstract.- Driven By Big Data – Are Our Students Prepared? Requiring Technology Coursework in University Sales Programs: An Abstract.- Metaphors and Sales Management: A Review and Research Agenda: An Abstract.- Conceptualization and Scale Development for Salesperson Swagger: An Abstract.- Impact of Grit on Organizational Turnover: Empirical Results of International vs. US Gen Z/Millennial Cusp: An Abstract.- The Effects of Suspicion on Interorganizational Relationships: An Abstract.- Corporate Socially Irresponsible Behavior and Its Spillover Effect: The Role of Upstream Versus Downstream Positions in the Supply Chain: An Abstract.- Contagion effect on Traditional versus Innovative Products: Role of Consistency in “Essence” Transfer Process: An Abstract.- Abstract: A New Perspective on Value Creation and Marketing’s Dominant Logic.- Customer Value Through Resource Integration – The Role of the Institutional Solution Space: An Abstract.- Customer Cohort Climates: A Conceptual Model for Group Service Encounters: An Abstract.- The Process of Brand Experience: An Interdisciplinary Perspective: An Abstract.- Brand Personality Self-Congruity and the Product Life Cycle: Assessment of Behavioral Intentions Toward Tourism Destinations: An Abstract.- Authenticity – The Driving Force Behind the Corporate Brand Saga: An Abstract.- How Mental Stimulation Exercises can Nudge Healthier Food Choices for Children: An Abstract.- The Disclosure of Personal Data – Understanding Customers’ Expectations: An Abstract.- Do I Care? Pathological Apathy in the Context of Sustainable Consumption.- The Bright and Dark Sides of Product Certifications − Exploring Side Effects on Consumers’ Perceptions of Non-Certified Products: An Abstract.- An Abstract: The Role of Team-Sponsor Logo Color Congruity in Sponsorship Effectiveness.- Ingroup Favoritism, Outgroup Animosity, and Joint Conflict: The Role of Ambivalence in Response to Joint Sponsorships: An Abstract.- An Abstract: Who Is Your True G.O.A.T? Analyzing the Cause-Effect-Relations of Sport Rivalry on the Emotional Appeal toward a Sport Athlete.- Abstract on Evaluating Sustainability as a Core Competency: Consumer Response to Sustainable Products.- Understanding Consumers’ Perception of Sustainable Consumption: A ZMET Approach.- “I Would Like an European Eco-Product!”: A Study on the Preference of Algerian and Tunisian Consumers for Local Ecological Products.- Budgeting Biases Across Consumption Categories: An Abstract.- “My” Losing Proposition - The Role of Ownership in Sunk Cost Effects: An Abstract.- An Abstract: The Influence of Audience and Self-Construal on the Content of Online Reviews.- An Abstract: The Prosthetic Generation is all Around Us: Feelings and Emotions About Knee Replacement Surgery and Their Impact on Overall Sentiment.- I Can’t Wait to See This”: An Exploratory Research on Consumer Online Word-of-Mouth on Movies: An Abstract.- The Role of Consumer Innovativeness in Mobile Commerce Usage: A Comparison of Two Emerging Countries: An Abstract.- An Abstract: Customers’ Attitudinal, Emotional and Behavioral Responses to Firm-Initiated Service Termination.- The Customer is Always Right? Determinants and Outcomes of Consumer Value Co-Destruction: An Abstract.- Management Responses to Negative Online Customer Reviews:&nbsp; The Effect of Compensation and Explanation on the Observer’s Purchase Intention:&nbsp; An Abstract.- Examining Process and Moderating Effects of Customer-Created Guilt in a Service Context: An Abstract.- I Am Feeling Back to Those Days: The Three-Way Interaction Effect of Nostalgia, Age, and Gender on Youthfulness in Nostalgia Advertising: An Abstract.- Idle Speculation or Proficient Prognosis? – How to Employ Celebrity Endorsement Models Smartly: An Abstract.- The Effects of Celebrity Attractiveness and Identification on Advertising Interest.- Physical Attractiveness in Advertising: Can an Endorser be Too Attractive? An Abstract.- Scale Development Incorporating Cluster Heat Maps: An Abstract.- Meet With Editorial Reviewers: An Interactive Discussion of the Difficulties and Issues Facing Authors in the Journal Review Process.- How Does Nostalgia Affect Donor Giving Behavior?.- Exploring the Role of Religion in Consumer Acculturation and Ethnic Identification of the Second Generation British Pakistanis: An Abstract.- Social and Spatial Distance in Decision Making: Can Culture Play a Role?: An Abstract.- The Impact of New Product Introduction on Inter-Tier Price Competition: An Abstract.- Switching From Free to Fee:More Than Just a Price Increase?: An Abstract.- Cause Related Marketing and Price Endings: Right Digit Effect: An Abstract.- Can Academics Provide Value to Practitioners? The Practitioner Response to Academic Research Output: An Abstract.- Virtually Enhancing the Real World with Augmented Reality Holograms: A Uses & Gratifications Perspective: An Abstract.- Adoption of Augmented Reality Technologies in Tourism: Visitors’ Acceptance of Smart Glasses: An Abstract.- Cause-Related Marketing and Millennials: Impact of Product Type and Donation Style:&nbsp; An Abstract.- The Cause-Related Marketing Paradox: Purchasing Products with a Cause Licenses Self-Interest, Self-Indulgence or Less Helping Behavior: An Abstract.- Ties That Bind: Exploring Existing Brand and Cause Relationships in Cause-Related Marketing Campaigns: An Abstract.- Seeing is Believing… Or is it? The Effect of Product Review Modality and Valence: An Abstract.- E-Service Quality and eWOM: The Moderating Role of Customers’ Risk Orientation and Moral Identity: An Abstract.- An Abstract: Investigating Online Reviews-The Interaction between Online Review Volume and Valence.- The Moderating Effects of Fatalism and Traditionalism on Innovation Resistance.- Perceived Security Risk and Shopping Behavior: An Exposition in Emerging Markets: An Abstract.- The Revenge of the Nerds: Uncovering Practices of E-Sports and Fantasy Sports: An Abstract.- Reciprocal Intentions: Effects of Promotional Giveaways on Consumers’ In-Venue Spending Intentions: An Abstract.- The Truth about Transparency and Authenticity on Social Media: How Brands Communicate & How Customers Respond: An Abstract.- A Holistic Approach to Educational Servicescape: An Abstract.- Wizardry in Qualitative Marketing Analysis: A Tool Box for Teaching.- Bringing Practitioner into the Classroom – Student Reflections and Learning Types: An Abstract.- Is Two Really Better Than One? The Effects of Dual Language Labeling on Consumer Perceptions and Purchase Intention: An Abstract.- Cool or Uncool? Using Associative Groups to Promote Healthy Eating to Young Consumers: An Abstract.- The Cross-Modal Effects of Color in Food Advertising: An Abstract.- An Expectancy Model of Green Product Consumption and Green Brand Equity.- Clarifying the Creative Consumer: An Abstract.- An Abstract: Formation of Satisfactory and Dissatisfactory Experiences with Augmented Reality .- Seeing Things That Don’t Exist: Conceptualizing an Augmented Reality Atmosphere: An Abstract.- Why Do Consumers Share Content on the Internet? A Uses and Gratifications Approach: An Abstract.- Content Curatorship and Collaborative Filtering: A Symbolic Interactionist Approach.- Incentivizing Consumer Sharing in Social Media: The Role of Audience Size: An Abstract.- The Potential Benefits of Offering Suitable Mobile Commerce Experience to Your Customers: An Abstract.- Hedonic Pricing Method, the Third Law of Demand, and Marketing Strategy: An Abstract.- Identifying Brand Sentiment Through Analytics: An Abstract.- Do Brands Appearing in Textbooks Influence Students?&nbsp; Insights From an Exploratory Study: An Abstract.- Don’t Dare to Blur Our Boundaries. Balancing Between Current and Past Identities.- Country-of-Origin and Brand Positioning for High-Involvement Health Care Services: An Abstract.- Investigating The Malinchism-Nationalism Paradox In Hispanic TV Advertising: An Abstract.- An Abstract: Customer-Based-Brand Equity in the Digital Age – Development of a Theoretical Framework.- Customer-Based Online Reputation: One Key Antecedent and Some Consequences.- 10 million Followers And Counting: How Digital Brand Alliances between Online Influencers and Brands Impact Consumer Value Perceptions: An Abstract.- Drivers of Brand Page Attachment: An Abstract.- Service Provider Absenteeism:&nbsp; What Happens When You’re Not There? An Abstract.- The Spillover Effects of Negative Supply Chain Information on Consumers’ Perceptions of Product Attributes.- StakeholderConsiderations in Corporate Efforts of Business Sustainability: An Abstract.- Value Creation for Emergency Supply Chain Members: An Abstract.- Marketing Mix-Based Facebook Posts and Potential Consumers: An Abstract.- Content Strategies for Facebook Marketing: A Case Study of a Leading Fast Food Brand Page.- New Media Celebrity and Social Media Promotions: An Abstract.- Exploring the Impact of Brand Selfie on Brand Attitude in the Twittersphere: An Abstract.- Creating Value in an Introduction to Marketing Course Using a Simulation: An Abstract.- Perceived Value of an Online Interactive Learning Tool and its Critical Antecedents: An Abstract.- Experiential Learning and Value Co-Creation in the Classroom: A New Examination Using Social Media Monitoring.- An Abstract: The Use of Brand Concept Maps and Network Analysis Tools to Examine Brand Associations Networks.- Data Fraud in Research: Types, Detection, and Consequences to Data Quality As Well As to Research Results, Findings, Implications and the Body of Marketing Knowledge: An Abstract.- Predictive Validity in Choice-Based Conjoint Analysis - A Comparison of Hypothetical and Incentive-Aligned ACBC with Incentive-Aligned CBC: An Abstract<p></p>

<p>This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society.</p>

<p>Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related tothe 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 <i>Journal of the Academy of Marketing Science</i> (JAMS) and <i>AMS Review</i>. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.</p>

Provides current research on customer value in a world of evolving technology Examines ways in which marketers can provide greater value for companies, consumers and society Features the full proceedings of the 45th Annual Academy of Marketing Science (AMS) Annual Conference Includes supplementary material: sn.pub/extras