Marketing at the confluence between entertainment and analytics : proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress

• Corporate Authors: World Marketing Congress France, Academy of Marketing Science
• Other Authors: Rossi, Patricia (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham, Switzerland : Springer, [2017]
• Series: Developments in marketing science : proceedings of the Academy of Marketing Science.
• Subjects: Marketing > Congresses.; Marketing > Management > Congresses.; elektronické knihy; electronic books
• ISBN: 9783319473314; 9783319473307
• Physical Description: 1 online resource

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, t...

Table of Contents:

• Preface; Acknowledgments; Contents for Volume 1 ; Contents for Volume 2 ; Special Session: Customer Experience; From the "Customer Experience Management" to the "Customer Experience Memory Management" and to the Retailer-Customer Relationship: An Abstract; Understanding Customer Experience Management and Its Consequences for Customer Loyalty: An Abstract; Propositions for Better Understanding the Performing Arts Experience: The Embodiment Theory and the Mixed Methods (Abstract); Branding Strategy Development Through Knowledge Creation: A Structured Abstract; Introduction; Methodology.
• Results and Discussion Conclusions; Implications for Theory and Practice; Exploring the Role of Brand Equity and R & D as Drivers of Product Innovation and Market Performance: An Abstract; Does It Pay Off to Sustain a Brand? A Meta-Ưanalysis of the Relationship Between Intellectual Capital and the Financial Performance of the Firm; Introduction; The Influence of Intellectual Capital on Financial Performance; Overall IC and CFP Relationship; Relationships Between IC Components and CFP; IC Influence According to the CFP Variables.
• Relationships Between Relational Capital (RC) Components and CFP Relationships Between Relational Capital (RC) Components and CFP Variables; Methodology; Results; Discussion, Contribution, and Conclusion; References; National-Regional Diversification Strategy and Export Performance: An Extended Abstract; Introduction; Research Method; Findings and Discussion; Cross-Functional Dispersion of Export Marketing Decision-Making and Export Performance: A Study of UK Firms-An Abstract.
• Betrayal Intention in International Business Relationships: Temporal and Contractual Moderating Effects (An Abstract)Stability and Multinational Flexibility as Drivers of Export Performance: An Abstract; Special Session: Evolution of the Luxury Industry in a Digital World; Generation Y Travelers' Intentions to Book Airbnb Accommodation: An Abstract; Commercial Weight Loss Programs Changing Eating Behaviors for Good; Introduction; Background; Method; Results; Discussion and Conclusion; References; How Sharing Meals Influences Nutritional Risk Taking: An Extended Abstract; Introduction.
• Background Research Methods; Results and Discussion; Exploring How Young Consumers' Processing Snack Packaging Cues: An Extended Abstract; Introduction; Background; Research Methodology; Findings and Discussion; Conclusion and Future Research Implications; Segmenting Small-Business Customers: The Role of Socially Related Traits-An Abstract; Strategic Management of Brand Heritage: Two Positioning Perspectives-Abstract; Strengthening the Position of Existing Offering Through Decoys: An Extended Abstract; Introduction and Background; Theoretical Background and Framework; Methodology.