Rediscovering the Essentiality of Marketing

Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

  • Luca Petruzzellis
  • Russell S. Winer
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xxxiii
  2. Advertising Communication

    1. Front Matter
      Pages 1-1
    2. Tanya Drollinger, Schengchen Huang, Michael Basil
      Pages 11-12
    3. Mehran Darabi, Peter Reeves, Sunil Sahadev
      Pages 13-13
    4. Douglas West, George Christodoulides, Jennifer Bonhomme
      Pages 15-18
    5. Christina Chung, Gladys Torres-Baumgarten, Kathryn Woodbury Zeno
      Pages 19-22
  3. Business-to-Business Marketing

    1. Front Matter
      Pages 23-23
    2. Ozan Peneklioglu, Ayse Banu Elmadag Bas
      Pages 25-29
    3. Marc Kuhn, Vanessa Reit
      Pages 31-41
    4. Kamran Razmdoost, Hedley J. Smyth
      Pages 53-54
    5. Mariana Regina Silva Linhares, José Marcos Carvalho de Mesquita, Kleinia Anjos Vianna, Patricia de Cássia Gomes Moreira
      Pages 55-66
    6. R. Mohan Pisharodi, John W. Henke Jr., Ravi Parameswaran
      Pages 67-67
  4. Consumer Behavior

    1. Front Matter
      Pages 69-69
    2. Anahit Armenakyan, Louise A. Heslop, Irene R. R. Lu, John Nadeau, Norm O’Reilly
      Pages 73-74
    3. Atsuko Inoue, Atsunori Ariga
      Pages 75-75
    4. Alessandro M. Peluso, Andrea Bonezzi, Matteo De Angelis, Derek D. Rucker
      Pages 77-78
    5. Matteo De Angelis, Andrea Bonezzi, Derek D. Rucker, Alessandro M. Peluso
      Pages 79-84
    6. Todd Green, Gary Sinclair, Julie Tinson
      Pages 87-92
    7. Sujin Song, Dan A. Sheinin, Sukki Yoon
      Pages 93-93
    8. Emily Chung, Michael Beverland, Francis Farrelly
      Pages 97-102
    9. Daniele Dalli, Fulvio Fortezza
      Pages 103-109
    10. Björn A. Hüttel, Christian J. Wagner, Jan H. Schumann
      Pages 113-113
    11. Irene Consiglio, Stijn M. J. van Osselaer
      Pages 127-128
    12. Laurence Kemp, Li-Wei Mai, Kleopatra Konstantoulaki
      Pages 129-137
    13. Othman Boujena, Isabelle Ulrich, Coralie Damay, Laetitia Chicheportiche
      Pages 141-155
    14. Ines Branco-Illodo, Teresa Heath, Caroline Tynan
      Pages 157-158
    15. Johannes C. Bauer, Tim M. Böttger
      Pages 159-160
    16. Yaniv Shani, Shai Danziger, Marcel Zeelenberg
      Pages 161-161
  5. Cross-Cultural Research

    1. Front Matter
      Pages 163-163
    2. Kishore Gopalakrishna Pillai, Constantinos N. Leonidou, Xuemei Bian
      Pages 167-168
    3. Salvatore Romanazzi, Luca Petruzzellis, Roberto Aguiari
      Pages 169-174
    4. Juan Miguel Alcántara-Pilar, Salvador Del Barrio-García, Lucia Porcu, Esmeralda Crespo-Almendros
      Pages 177-181
    5. Sandra Awanis, Bodo B. Schlegelmilch, Charles C. Cui
      Pages 183-184
    6. Tao Xue, Sarah Hong Xiao, Gopalkrishnan R. Iyer
      Pages 185-185
  6. Digital and Social Media Marketing

    1. Front Matter
      Pages 187-187
    2. Caroline Moraes, Carlos Ferreira, Nina Michaelidou, Michelle McGrath
      Pages 189-193
    3. Shing-Wan Chang, Yuri Heikal Siregar
      Pages 195-196
    4. Iris Vilnai-Yavetz, Olga Levina, Nataliia Medzhybovska
      Pages 197-201

About these proceedings


This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions.  Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity.  Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today’s turbulent marketplace.

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, complimenting the Academy’s flagship journals, 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 Global Marketing Consumer Behavior Marketing Strategy Marketing Theory Digital and Social Media Marketing Retailing Product and Branding Strategies Sales Management

Editors and affiliations

  • Luca Petruzzellis
    • 1
  • Russell S. Winer
    • 2
  1. 1.Department of Business and Law StudiesUniversity of Bari Aldo MoroBariItaly
  2. 2.Stern School of BusinessNew York UniversityNew YorkUSA

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-29876-4
  • Online ISBN 978-3-319-29877-1
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking