Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs: Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA

AMS Officers (2020–2022)
AMS Board of Governors
2022 AMS Annual Conference
	2022 AMS Annual Conference
Tracks and Track Chairs
	2022 AMS Annual Conference Reviewers
Preface
Acknowledgments
Contents
Leveraging Similarity and Congruency for Persuasive Sensory-Based Communication: An Abstract
The Effect of Immersive Technology on Second Chance Tourism: An Abstract
From Eerie to Aww: Embracing the Imperfect Side of Humans Can Improve the Consumer-Robot Interaction: An Abstract
Perceived Quota Difficulty and Its Relevance to Ethical Decision-Making and Sales Performance: An Abstract
Sales Management Just Got Brighter and More Resilient during Covid-19: An Abstract
The Impact of Salesperson Intentions on Sales Training Transfer: An Abstract
Using Macromarketing to Teach Business Sustainability: An Abstract
The Role of Entrepreneurial Competencies in Enterprise and Marketing Pedagogy: Lessons from Business Start-Ups: An Abstract
Business Ties, National Institutions, and Firm Performance: An Abstract
“Come to Us, We Have Scooters” – Electric Scooter Sharing and Closed-Campus Micromobility: An Empirical Study on Usage Patterns in Different Pandemic Scenarios
	Introduction
	Literature Review and Theoretical Embedding
	Methodology
	Results
	Conclusion and Discussion
	References
Does Lego “Build” Reputation for Denmark? Consequences of Brand Performance on Country Brand Reputation: An Abstract
Emotional and Cognitive Trust in Social Conversational Agents: An Abstract
Information Overload in Voice-Based Alexa Shopping: Does Customer Involvement Play a Role?: An Abstract
Shopping with Voice Assistants: How Empathy Affects Individual and Social Buying Behavior: An Abstract
“Hey Google, Can I Text You?” Investigating AI Digital Assistants Modality to Service Emerging Customer Needs: An Abstract
Digitalization Through Technology and Sales Performance: Extended Framework: An Abstract
The Service Provider Guided Consumer Milestone Journey: An Abstract
Special Session: Scale Measurements Review 101: Understanding Problematic Issues and Insights in Developing and Using Scale Measures in Academic Research: An Abstract
I Got It from My Parents! How Entrepreneurs from Emerging Markets Become Innovators: An Abstract
Marketing and the Sustainable Development Goals: Case Studies from Egypt
	Introduction
	Background
		Marketing and Sustainability
		Corporates and the SDGs
		Egypt’s Progress Towards Achieving the SDGs
		Research Aims
	Methodology
		Data Coding
		Sustainability Report Observation and Analysis
	Findings and Discussion
		Sustainability Strategy and SDGs Integration
		Marketing Involvement in Sustainability
		Textile Manufacturer
		FMCG
		The Relationship Between CSR and Sustainability
	Implications
	Directions for Future Research
	References
Disruptive Consumption Practices in Emerging Markets: An Abstract
Managerial Perspectives on Export Pricing Adaptation Decisions: An Experimental Investigation: An Abstract
New Social Media Cinderella’s: On the Double Effect of Underdog Status and Homophily on SMI Perceptions and Buying Intentions: An Abstract
Consumer Engagement in Influencer Marketing Video Campaigns: An Abstract
Do You Think I’m Real? A Mixed Reality Approach to the Effects of the Virtual Influencer Engagement on Attitude and Brand Attachment: An Abstract
The Effect of Product and Brand Personalization of Online-Personalized Ads: An Abstract
What Advertising Levers Can Be Used to Encourage Children to Eat Insects? An Approach Based on Drawings: An Abstract
Let’s (Not) Put a Label on It: Interaction Effects of Multiple Front-of-Package Labels and the Moderating Role of Consumer Value Orientation: An Abstract
Hit The Road: Micromobility Solutions from The User’s Perspective: An Abstract
Predictive Model Assessment in PLS-SEM: Extensions and Guidelines: An Abstract
An Updated Assessment of Model Evaluation Practices in PLS-SEM: An Abstract
A Comparative Analysis of Market Orientation, Entrepreneurial Orientation, Entrepreneurial Marketing, and Firm Performance: An Abstract
Quick Diversification: Deciding the Scaling Strategies of a Digital News Startup Using Marketing Science: An Abstract
Virtual Tipping: Giving Back to Social Media Influencers: An Abstract
How Are Peer Endorser Characteristics Related to Brand Selfie Attitude? An Abstract
Rethinking Authenticity: An Investigation of Virtual Influencers: An Abstract
Social Media Influencers and Authenticity: The Effect of Partnership Disclosure and Attachment Strength: An Abstract
Shaped by the Media: How Internal and External CSR Information Sources Affect the Employees’ CSR Awareness and Perceived CSR Performance: An Abstract
A CEO’s Childhood Experience of Natural Disaster and Corporate Social Responsibility: An Abstract
Featuring a Benefactor or a Victim? How Charity Appeals with Different Protagonist Focus Affect Donation Behavior: An Abstract
Special Session: Marketing Science at the Service of Innovative Startups and Vice Versa: An Abstract
Exploring the Strategic Bond between Economic Geography and Firm-Level Advertising Spending: An Abstract
Influence of Online Brand Community Management Capability on Firm Performance: An Abstract
Persuasion Using Video Narratives: Case of Engagement with Videos on YouTube About COVID-19: An Abstract
Virtual Try-Before-You-Buy: The Impact of Virtual Try-ons on Consumer Purchases: An Abstract
The Show Must Go On: Virtual Live Music Event Experiences During COVID-19
	Introduction
	Literature Review
		Bringing a Sense of Connectivity Through Interaction
		Choice of Countries: US and Belgian Consumers’ Relationship with Music
	Method
		Data Collection
		Logistic Regression Modeling
	Results and Discussion
		Logistic Regression Results
		Probability to Attend a VLME Now (During COVID)
		Probability to Attend an VLME Post-COVID
		Probability to Have a WTP > 0 for VLME
	Conclusion
	References
Whose Role Is It Anyway? A Consideration of Responsibility in Digital Addiction: An Abstract
Social Media and Service Quality in Internet Retailing: An Abstract
How Successful Firms Manage the Power Between Sales and Marketing Functions: An Abstract
The Importance of Design Thinking for Salespeople in Cocreating Innovative Solutions with Business Customers: An Abstract
The Influence of Club Leadership in the Behavior and Attitudes of Soccer Club Supporters: An Abstract
Why Am I Here? Choristers’ Perception of the University-Community Choir: An Abstract
Digital Tourism Consumption: The Role of Virtual Reality (VR) Vacations on Consumers’ Psychological Wellbeing: An Abstract
Rethinking Destination Branding Frameworks for the Age of Digital Nomads and Telecommuters: An Abstract
The Backfire Effects of Website Filtering Tools: An Abstract
Influencers’ Use of Active Versus Passive Sponsored Content and the Impact on Consumer Perception: An Abstract
The Pandemic Crisis Effects on Subjective Well-Being and Consumer Behavior: An Abstract
Questioning the Intuitive Preference for Intentionality: An Abstract
Evaluating the Impact of Technology on Professional Sales: An Abstract
Special Session: Tackling the Academic Job Market: Advice from Search Committee Members: An Abstract
A Cross Cultural Study on Customers’ Engagement on Value Co-creation in Big Data Concept: The Moderating Effect of Privacy Concerns: An Abstract
Three Steps Towards the Deeper Insights into Willingness to Disclose Personal Data in Online Shopping: An Abstract
Consumer Willingness to Invest Effort in Complex Technology-Based Self-Service: An Abstract
Development of a Measuring Scale in Higher Education Experience under Pandemic: An Abstract
The Role of Self-Construal Level in the Relationship between Norms and Pro-environmental Consumer Behavior: A Cross-Country Comparison: An Abstract
No, Not My Fault: Influences of External Environmental Locus of Control on the Remanufacturing Purchase Intention: An Abstract
Recycled Plastic Packaging on the Upswing: An Abstract
The Effect of Advertising a Product with Its Reflection on Product Aesthetics: An Abstract
Drop Shadows and Product Lightness Perceptions: An Abstract
Do Sad-Looking Endorsers Indeed Work Better in Charity Advertising? The Relevance of Consumers’ Brand Awareness and Empathy: An Abstract
Text Me If You Can! The Influence of Modality in Consumer Interactions with AI Digital Assistants: An Abstract
Toward a Theoretical Model of Branded Chatbot Adoption, a Bibliometric and Machine Learning Perspective: An Abstract
We All Make Mistakes, But We’re Not All Human: The Influence of Voice-based Assistant’s Mistake on Anthropomorphism: An Abstract
Robots for Good: How Robo Advisors and Awareness of Behavioral Biases Impact the Disposition Effect: An Abstract
An Innovation Creating a Bridge between Marketing Education and Professional Practice: An Abstract
An Experiential Learning Framework for Retail: Creative Authentic Skill Development
	Introduction
	Theoretical Backround
		Retail Industry Changes and Student Skill Requirements
		Facilitating Creativity and Innovation through Authentic Assessments
		Experiential and Authentic Assessment Design
	Methodology
		Teaching Retailing through Creative Digital Techniques
		Showcasing the Student Creativity, Innovation and Praxis through An Authentic Assessment
	Discussions and Conclusions
	Appendix 1
	References
Quantitative Anxiety and Insights for Preparing Students for Data-Driven Marketing Jobs: An Abstract
Designed for Success: The Role of Long-Term User-Product Interaction for Product Design Success: An Abstract
Do You Feel Bored? The Role of Positive and Negative Emotions for Product Design Success: An Abstract
Towards a Better Understanding of Extreme Response Style: The Influence of Self-Regulatory Focus: An Abstract
Is That a Sport? Conceptualization, Measurement and Consumer- and Brand-Related Outcomes of Perceived Sportivity: An Abstract
The Contribution of Adaptive Marketing Capabilities on SME’s Business Model Adaptation During the Pandemic Crisis: An Abstract
Lime, Bird or Campus Drive? Where Institutions Can Be Ahead of Markets: An Empirical Study About Consumers’ Intention to Use Closed-Campus Micromobility: An Abstract
The Role of Government Policy Communication (GPC) Quality and Consistency Based on Integrated Marketing Communication (IMC) on Entrepreneurship: An Abstract
Crisis Initiated Changes in the Business Model of Small and Medium Enterprises: An Abstract
An Examination of CEO Pay Transparency on Consumers’ CSR Evaluations: An Abstract
Marketer and Consumer Mismatch of STEM and Gender Based Toys: An Abstract
Brand Hate and Diversity: An Abstract
A Cross-Cultural Investigation on Second-Hand Online Shopping Behaviour: An Abstract
What’s in a “Happy” Meal? The Effect of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions: An Abstract
Augmented Reality Brand Experiences (ARBEs): The Role of Imaginative Involvement & Episodic Memory in Fostering Brand Loyalty: An Abstract
I Don’t Like What I See: When UGC Distorts the Brand Image: An Abstract
I Wanna Know What (Brand) Love Is, I Want You to Show Me: Exploring Expressions of Brand Love: An Abstract
Race and Status Evaluations: An Abstract
Specialized Social Media (SSM) and Luxury Brands: An Abstract
Gem or Lemon? Investigate Information Disclosure and Price Effects in Secondhand Luxury Markets: An Abstract
Luxury Experience and Consumer Behavior: A Systematic Literature Review and Future Research Agenda: An Abstract
Exploring Business Actor Engagement Dynamics: An Abstract
Increasing Short- and Long-Term Blood Donations: A Longitudinal Field Comparison of Public and Private Events: An Abstract
Tip Framing and the Appropriate Context: An Abstract
Identifying Generic and Industry-Specific Antecedents to Measure Brand Loyalty
	Introduction
	Scope of the Study
	Problem Statement
	Research Objectives
	Hypotheses
	Research Methodology
	Brand Loyalty
		Historical Perspective of Brand Loyalty
		Antecedents of Band Loyalty
	Results
	Discussion of Hypotheses
	Limitation
	Future Research
	Summary
	References
Negative Online Brand Engagement Scale Development Process: An Abstract
Designing for User and Brand Experience: Implementing Parallax Scrolling in Online Shops to Explicitly and Implicitly Affect UX, Brand Sustainability and Behavioral Intentions: An Abstract
The Impact of Voice Assistants on Effort Saving, Decision Delegation and Satisfaction: An Abstract
When Does a Goal-Appeal Match Affect Customer Satisfaction? Examining the Work and Play Context: An Abstract
Young People Under ‘Finfluencer’: The Rise of Financial Influencers on Instagram: An Abstract
The Effect of Second-hand Extension on Retailers’ Brand Image: An Omnichannel Perspective: An Abstract
The Power of the Omnichannel Strategy and the Role of Marketing in This Challenge: An Abstract
Authentic Omnichannel: Providing Consumers with a Seamless Brand Experience Through Authenticity: An Abstract
Communication of Sustainability in Omnichannel Retailing as a Tool to Increase Brand Engagement: An Abstract
Once Upon a Product: Storytelling with Online Product Descriptions: An Abstract
I, Chatbot! The Impact of Anthropomorphism and Gaze Direction on Willingness to Disclose Personal Information and Behavioral Intentions: An Abstract
Enhancing Solution Effectiveness: The Role of Customer Adaptiveness: An Abstract
How Anticipating Indulgence Catalyzes Indulgent Behavior in the Present: An Abstract
Political Ethnocentrism in the New America: An Abstract
Hate Speech and Bad Language: The Ugly Face of Social Influencers and Its Impact on Brands: An Abstract
Brand Polarization Scale Development: An Abstract
Special Session: Creating Synergies from Multi-Method Research Approach: An Abstract
We Are All in This Together! Instore-Interactions in a Shopping Environment Disrupted by Covid-19: An Abstract
The Relationship Between Eco-Labeling Claims and Abnormal Stock Returns to New Product Launches: Empirical Evidence from Food and Beverage Industries: An Abstract
Examining Spillover Effects of NHTSA Safety Investigation Announcements on Automotive Suppliers’ Shareholder Wealth: An Abstract
The Effect of In-Store Augmented Reality on Customers’ Patronage Intention: An Abstract
Using Gestural Interaction Technology to Improve the Consumer Experience: An Abstract
The Transformative Power of Artificial Intelligence for Managing Customer Relationships: An Abstract
Differences in Online Review Content between Old and New Products: An Abstract
Relationship Marketing in Higher Education in Uncertain Times: A Multi-stakeholder Perspective: An Abstract
Regular Creative Practice in Business Education: An Abstract
Green Hotel Re-Patronage Intention: A BRT Perspective: An Abstract
Strategic Marketing Solutions for the Climate Change Social Dilemma: An Abstract
Consumer Wisdom and Sustainable Product Purchase Intentions: An Abstract
The Attractiveness of Vegetarian Products to Men and Women: The Role of Gender and Type of Experience: An Abstract
The ‘Vegetarian Protein = Less Nourishing’ Intuition: When the Choice of Vegetarian Protein Increases Calorie Consumption: An Abstract
Plant-Based Diet in Consumer Research: An Abstract
The Time is Now! Capturing the Momentum of Consumers’ Attitudinal and Behavioral Change Towards Environmental Sustainability Due to the Pandemic: An Abstract
The COVID-19 Life Event and Individual Well-Being: Do Coping Behaviors Matter? An Abstract
Independent Restaurants’ Pandemic Survival Toolkit: Thriving on Community Resilience: An Abstract
The Role of AI Agents in Spreading and Detecting Fake Online Reviews: A Systematic Review: An Abstract
The Impact of Power Distance Beliefs on Resistance Toward AI (vs Human Service): An Abstract
Intention to Spread E-WOM about Dynamic Pricing for Goods and Services: The Roles of Feeling Exploited and Perceptions of Price Complexity: An Abstract
Salespeople’s Earned Social Media and Enablement: Understanding and Enhancing the Salespeople’s Digital and Social Selling Influence: An Abstract
Value Creation and Disruptive Innovation by Robots: An Abstract
Emotions Effect on Shopper Behavioral Responses in AI-Powered Retail Stores: An Abstract
A Bibliometric Analysis of Context Effects and a Research Agenda: An Abstract
Special Session: Marketing Research Automation and Robotization (M-RAR): A Chance for Marketing Practice and a Risk for Marketing Science/Scientists? An Abstract
Variation of Customer Performance Influence on IMC Outcomes in Different Size Companies in Inter-Country Context: An Abstract
Exploring Functional and Experiential Advertisement Construction from a Graphic Design Perspective: An Abstract
Effects of Complaint Management Strategies in Social Networks on Observers’ Emotional Attachment and Brand Commitment: An Abstract
The Effect of FOMO: In Relation to Involvement and Technology Usage: An Abstract
Fostering Customer Adoption of Curbside Pick-up Service: An Abstract
Discovering AI-Driven Services for Service Wellbeing: An Insider Perspective: An Abstract
Is Relationship Marketing Still Relevant? A Concept Analysis: An Abstract
“Business-to-Business-to-Brain?” A Structured Literature Review on Neuroscience in B2B-Marketing Using TCCM Analysis: An Abstract
The Impact of Downstream Online Ratings on Upstream B2B Relationships: An Abstract
Signaling Trust Using B2B Firm Indicators: An Abstract
Should Reviewers and Website Moderators Censor Swearwords in Reviews? An Abstract
How Consumers Process Online Reviews for Purchase Decision: A Grounded Theory Approach: An Abstract
Effects of Uncertain Incentive on Customer Engagement in Gamified Social Competition: An Abstract
The Writing Is on the Wall: Using Computerized Text Analysis to Predict Customers’ Evaluation of Their Service Experience: An Abstract
Exploring the Boundary Conditions of the Power Distance Belief on DIY Preference: An Abstract
Within and between Two Worlds: Mixed-Ethnic Identity Scale Development and Nomological Validity: An Abstract
More Than the Bottom Line: Does Socioemotional Wealth Impact the Marketing of Ethnic Minority Family Businesses? An Abstract
Brand-Triggered Inclusion: A Theoretical Framework: An Abstract
MNEs’ CSR Communication Intensity in Host Countries through Social Media: An Abstract
Should Firms Encourage Employees to Engage in Work-Related Social Media Use? An Abstract
The Influencing Factors of Social Presence on Loyalty in Social Commerce: Mediating Role of Trust and Customer Satisfaction: An Abstract
Brands’ Response to Cancel Culture: Connecting Marketplace Actors: An Abstract
A Model to Encourage a Transformative Orientation in Marketing: An Abstract
A Mediated Moderation Model of Perceived E-commerce Platform Quality: An Abstract
Extraversion, Technology Proclivity, and Participation in Technology-Mediated, Sharing Economy Markets: An Abstract
Disproportional Evaluations of Female Brands: An Abstract
To Demystify Discriminative Behaviors against Outgroup Customers in Individualistic Culture: A Case Study: An Abstract
Cultural Diversity in Preventative Health Behavior: An Abstract