Front cover image for Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference

Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference

"We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better." Jeff Bezos, Founder and CEO of This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream.^Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. 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
Print Book, English, 2018
1st ed. 2018 View all formats and editions
Springer International Publishing : Imprint: Springer, Cham, 2018
Springer Nature eBook
Conference papers and proceedings
XXXVIII, 612 p. 22 illus., 8 illus. in color. online resource.
9783319991818, 9783319991801, 3319991817, 3319991809
Printed edition:
Chapter1. The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract
Chapter2. A Signalling Approach to Enchance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract
Chapter3. What Really Drives Customer - Brand Relationships? Evidence from An Emerging Market: An Abstract
Chapter4. Attachment Styles and Brand Relationships: An Abstract
Chapter5. When Good Brands Do Bad: The Sequel: An Abstract
Chapter6. Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract
Chapter7. A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract
Chapter8. CSR Communication of Hotels and Consumer Responses Towards It: An Abstract
Chapter9. Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal
Chapter10. All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract
^Chapter11. The Evolution of the Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract
Chapter12. Ethical Perceptions on Cigarette Marketing: An Abstract
Chapter13. Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract
Chapter14. Co-Creation in a Marketing Classroom: An Abstract
Chapter15. Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract
Chapter16. What is the Role of the Relationship in CRM? Exploring the Gaps between Intended and Actual Behavior: An Abstract
Chapter17. Special Session: Reviewing the Reviewers: Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract
Chapter18. Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism and Issue Proximity Affect Green Communication
^Chapter19. Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract
Chapter20. Understanding the Viability of Three Types of Approach of Advertising in Emerging Markets
Chapter21. In the Conflict between Heart and Mind: Involvement and Aspiration Matter: An Abstract
Chapter22. Talking About my Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract
Chapter23. Understanding the Luxury Consumption during Weddings in Southern India: An Abstract
Chapter24. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers' Privacy Concerns: An Abstract
Chapter25. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract
Chapter26. The Effects of Food Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract
^Chapter27. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract
Chapter28. It's All in the Mix: How Music and Light Affect Shoppers' In-Store Behavior: An Abstract
Chapter29. Consumer Engagement through Live Customer Service: An Abstract
Chapter30. Consumers' Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract
Chapter31. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract
Chapter32. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract
Chapter33. The Relationship between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract
Chapter34. A Framework and Call for Scholarship on 'The Dark Side of Social Media': An Abstract
Chapter35. Enriched Digital Catalogues: A Multi-Studies Approach: An Abstract
^Chapter36. Exploring the Young People's Cognitive Structure and Switching Intention toward Social Networking Sites: An Abstract
Chapter37. Overcoming the Rejection of Changing Sales Force Technologies through Managerial Support: An Abstract
Chapter38. What Salespeople Don't Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract
Chapter39. Value in Sales Interactions: A Study from the Buyer's Perspective: An Abstract
Chapter40. The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract
Chapter41. The Influence of Men's Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract
Chapter42. Big Data Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract
Chapter43. Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract
^Chapter44. Help Me, Help You: The Consumer's Perceptions of "Green" Credit Cards: An Abstract
Chapter45. "Buy Me, I'm Green": The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract
Chapter46. Modern Marketing-Research Techniques and Policymaking in Wyoming's State Budgeting: An Abstract
Chapter47. The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumption: An Abstract
Chapter48. Individual Differences in Reactions to Aggression in Advertising, Knowledge Structures' Perspective: An Abstract
Chapter49. Nutrition Labelling on Menus: Who Notices and Uses this Information?
Chapter50. Investigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract
Chapter51. Enhancing the Customer Experience: Understanding UK Consumers' M-Shopping Adoption Intention
^Chapter52. Sharing in Real and Virtual Spaces: A Motivational and Temporal Screen-Sharing Approach
Chapter53. Exploring the Impact of Self-Service Technologies on Retail Shoppers: An Abstract
Chapter54. Special Session: May the Odds be Ever in Your Favor: An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market
Chapter55. Virtual Car Information in Real Spaces Right in Your Face: Assessing the System Acceptance of Head-Up Display: An Abstract
Chapter56. Monsters in Our World: Rethinking Narrative Transportation in Pokémon Go's Mixed Reality: An Abstract
Chapter57. An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products
Chapter58. The Impact of Existential Anxiety on Attitude toward Product Innovation: An Abstract
Chapter59. Marketing Secrets: A Conceptual Model and Quasi-Experimental Study: An Abstract
^Chapter60. Digitally Engaged Services: A Multi-Level Perspective on Technology Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract
Chapter61. How to Design an Online Digital Marketing Course that Helps Improve Student Participation
Chapter62. Integrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract
Chapter63. Mood and Luxury Perception: A Tale of Two Genders: An Abstract
Chapter64. Support for a Motivation-Based Typology of Unsolicited Customer Feedback)
Chapter65. Causes and Control of Vagueness in Construct Definition and Item Construction: An Abstract
Chapter66. Using the Evaluative Space Grid to Better Capture Manifest Ambivalence in Customer Satisfaction Surveys: An Abstract
Chapter67. The Impact of Product Shadows in Ad Frames on Product Volume Perceptions and Consumer Willingness to Pay: An Abstract
^Chapter68. How Visual Sensory Cues Influence Reactions on Social Media: An Abstract
Chapter69. Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers' Perception of Utilitarian Food Products: An Abstract
Chapter70. Mobile Marketing: A Consumer Behaviour Perspective: An Abstract
Chapter71. Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract
Chapter72. The Effects of Visual Context on Construal Level in Online Shopping: An Abstract
Chapter73. Portuguese and French Validation of Need for Drama (NFD) Scale in Consumer Behavior: An Abstract
Chapter74. Changed to: The Online Shopping Experience (OSE): Expanding an Existing Framework: An Abstract
Chapter75. Physical Shopping Value in a Digitalized Setting: An Abstract
Chapter76. A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract
^Chapter77. Effects of Video Manipulation on Believability and Consumer Attitudes in Direct-To-Consumer Pharmaceutical Advertising: An Abstract
Chapter78. Magazine Advertising: High on Drugs: An Abstract
Chapter79. An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model
Chapter80. Place Brand Communities: From Terminal to Instrumental Values
An Abstract
Chapter81. What Kind of Product Do I Expect From This Brand? The Imagery Effects of Brand Logo Symmetry on Product Design: An Abstract
Chapter82. Discovering Surrogate Branding Via Online Image Development, a Case from India: An Abstract
Chapter83. Social Customer Relationship Management and Company Intervention: A Strategy to Build Trust: An Abstract
Chapter84. What Drives Green Product's Consumption in Vietnam? A Moderating and Mediating Effects Analysis: An Abstract
^Chapter85. Fast Moving Consumer Goods (FMCGs) and Emerging Markets: Consumer Convergence, MNCs, and Globalization: An Abstract
Chapter86. Exploring the Structure of Chinese Consumers' Attitudes toward Genetically Modified Foods: An Abstract
Chapter87. The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children
Chapter88. Packaging Texture and Shape as Enhancers for Brand Positioning: The Moderating Role of Need for Touch (NFT): An Abstract
Chapter89. The Mediating Role of the Affect and Cognition in the Influence of Celebritie