2008

Cultural Perspectives

in Marketing Conference

 

“Reassessing Multicultural Marketing Issues in a U.S. City

on the Rebound”

 

 

 

 

 

 

Royal Sonesta Hotel

New Orleans, Louisiana

January 16 – 19, 2008

The AMS Cultural Perspectives in Marketing Conference

 

Honors

 

Ernest Bromley

 

2008 Distinguished Cross-Cultural Marketer

 

Ernest Bromley, Chairman and Chief Executive Officer of Bromley Communications, LLC, was part of the original team that founded the agency in 1981.  He has worn many hats throughout his career at the agency -- director of research, executive vice president and president. Responsible for the development and execution of the agency’s vision and outstanding products and services, Ernest works closely with account teams in developing sound marketing strategies for our client partners.  Ernest has also been instrumental in developing the agency’s research and Hispanic marketing approach, “AIG” (Acculturation Influence Groups).  This principle of segmenting the Hispanic consumer into levels of language and culture comfort zones is widely utilized by the industry.

Ernest has been a trailblazer in building the agency to be the leading Hispanic marketing communications company, empowering clients such as General Mills, The National Pork Board, Procter & Gamble, Burger King, Continental Airlines, Coors, Astra-Zeneca, Payless ShoeSource, the San Antonio Convention & Visitors Bureau, Nestlé, and Bell South, in the changing American marketplace.

Prior to joining the agency, Ernest taught economics at the University of Texas at San Antonio.  He has a Bachelor of Arts in political science and a Masters in Business Administration from the University of Texas at San Antonio.

An active community and civic leader, Ernest currently serves on the KLRN Alamo Public Telecommunications Council board of directors (past Chairman), the Free Trade Alliance, Christus Health Futures Task Force, the Advertising Forum of The University of Texas at Austin School of Advertising, The University of Texas at San Antonio College of Business Advisory Council (past Chairman), Judson Montessori School Board of Directors, San Antonio Symphony Advisory Committee and the Greater San Antonio Chamber of Commerce Central Area Council.

 

Welcome to the Academy of Marketing Science

2008 Cultural Perspectives in Marketing Conference

 

 

Welcome to the 2008 AMS Cultural Perspectives in Marketing Conference. The conference is returning to the U.S. for the first time since 1997 and is emphasizing multiculturalism.  New Orleans serves as the ideal city for the theme of the conference: “Reassessing Multicultural Marketing Issues in a U.S. City on the Rebound.” Multiculturalism continues to be a vital aspect of global marketing that affects consumers and businesses around the world. One of the oldest cities in the United States, this “Crescent City” reflects a culture and lifestyle that have their roots in several different cultures. Several sources have called it one of the most unique cities in America. It is also true that after the ravages of Hurricane Katrina, New Orleans is a city on the rebound.

 

For the visitor, New Orleans has historically been a beautiful and unique place. Its attractions range from Bourbon Street, the Garden District, art galleries, shopping, and the French quarter to the excesses of Mardi Gras. New Orleans boasts several universities, including Tulane, Loyola, University of New Orleans, Xavier University and Dillard University. While Hurricane Katrina wreaked devastation in several parts of the city, other parts remain vibrant and ready to welcome tourists. The French Quarter and its wonderful clubs and gourmet restaurants are fully operational. Lively entertainment and gambling is going strong at Harrah’s Casino in the Quarter as well as in surrounding areas. This conference is a sheer opportunity for you to experience New Orleans on the rebound and contribute to its future as a fresher and more modern U.S. multicultural city.

 

To facilitate dialog on multiculturalism, all the sessions are focused on cross-cultural issues in the various areas of marketing.  In particular, the conference features two plenary sessions: one focused on New Orleans and the effects of Hurricane Katrina on higher education in the area and one that features CEOs who will address marketing and advertising to U.S. minority populations.  These two topics are also addressed in other sessions at the conference.  You will find several stimulating and thought provoking sessions you may not want to miss.

 

The conference program is very diverse and its content is intended to offer something for everyone whatever your specific interests. There are many opportunities for networking and catching up with old friends and colleagues. As in other AMS conferences, this one continues the tradition of offering great social opportunities: a welcome reception on Wednesday evening, the planned luncheon with keynote speaker at noon on Thursday, and a group reception on Thursday evening; and on Friday evening, you are invited to a reception and a banquet.  Enjoy the social events, the comradeship, and the opportunities to network. In sum, be a scholar, be a friend, and have fun! 

 

As conference co-chairs we can only be successful if many other colleagues contribute to making the conference a success. We thank all the participants who have contributed papers and special sessions. We are immensely indebted to the track chairs, session chairs, discussants, and reviewers who contributed to the selection of papers and sessions. We would also like to thank the Academy of Marketing Science Officers, especially Barry Babin, Greg Marshall and John Ford, for their efforts, support, and leadership.

 

 

Miriam B. Stamps, University of South Florida

Arturo Z. Vásquez-Parraga, University of Texas-Pan American

Jerome D. Williams, University of Texas at Austin

2008 AMS Cultural Perspectives in Marketing

Conference Organizers

 

Conference Co-Chairs:

 

Miriam B. Stamps, University of South Florida

Arturo Z. Vásquez-Parraga, University of Texas-Pan American

Jerome D. Williams, University of Texas at Austin

 

Track Co-Chairs:

 

Ethnic and Minority Marketing

Fernando Robles, George Washington University

Adriana Boveda, University of Rhode Island

 

Marketing Strategy across Cultures

Parimal Bhagat, Indiana University of Pennsylvania

 

Consumer Behavior across Cultures

Mike Chen-ho, CUNY, Baruch College

Y. Henry Xie, College of Charleston

 

Cross-cultural Research Methodology

Tanuja Singh, Northern Illinois University

 

Cross-cultural Ethics and Social Responsibility

Mohammad Elahee, Quinnipiac University

Morris Kalliny, University of Missouri-Rolla

 

Marketing of Services across Cultures

Alma Mintu-Wimsatt, Texas A&M University – Commerce

Chris Myers, Texas A&M University – Commerce

 

Cross-cultural Sales, Direct Marketing, and E-commerce

Harish Sujan, Tulane University

Lucette Comer, Purdue University

 

Supply Chain and Channel Management across Cultures

William Qualls, University of Illinois

Martin Nunlee, Syracuse University

 

Cross-cultural Integrated Marketing Communications

Gerri Henderson, Northwestern University

L. Wakiuru Wamwara-Mbuga, Wright State University

 

Pricing Strategies across Cultures

Sarah Maxwell, Fordham University

 

Product and Brand Management across Cultures

Anand Kumar, University of South Florida

R. M. Unni, Portland State University

 

Travel and Tourism Marketing

Jorge Zamora, University of Talca

Fernando Jaramillo, University of Texas at Arlington

 

Social and Not-for-profit Marketing

Andrea Scott, Pepperdine University

Kevin W. Cruthirds, Nicholls State University

 

Marketing Education across Cultures

Wolfgang Hinck, Louisiana State University in Shreveport

Gianfranco Walsh, University of Koblenz-Landan

 

Doctoral Colloquium Chair:

John B. Ford, Old Dominion University

 

Conference Local-Arrangements Chair:

Aberdeen Leila Borders, University of New Orleans

 

Proceedings Editor:

Leroy Robinson, Jr., University of Houston-Clear Lake

 

 

2006-2008 AMS OFFICERS

 

 

PRESIDENT

Barry J. Babin, Louisiana Tech University

 

EXECUTIVE VICE PRESIDENT/DIRECTOR

Harold W. Berkman, University of Miami

 

PRESIDENT-ELECT

John B. Ford, Old Dominion University

 

VICE PRESIDENT FOR PROGRAMS

Greg W. Marshall, Rollins College

 

VICE PRESIDENT FOR PUBLICATIONS

O.C. Ferrell, University of New Mexico

 

VICE PRESIDENT FOR MEMBERSHIP - NORTH AMERICA

Linda Ferrell, University of New Mexico

 

VICE PRESIDENT FOR MEMBERSHIP - INTERNATIONAL

Tanuja Singh, Northern Illinois University

 

VICE PRESIDENT FOR DEVELOPMENT

Anne L. Balazs, Mississippi University for Women

 

SECRETARY-TREASURER

Victoria Crittenden, Boston College

 

IMMEDIATE PAST PRESIDENT

Charles W. Lamb, Texas Christian University

 

AMS BOARD OF GOVERNORS

 

CHAIR

Joseph F. Hair, Jr., Kennesaw State University

 

MEMBERS

Julie Baker, Texas Christian University

Leonard L. Berry, Texas A&M University

S. Tamer Cavusgil, Michigan State University

Michael R. Czinkota, Georgetown University

Michel Laroche, Concordia University

Naresh K. Malhotra, Georgia Institute of Technology

J. Thomas Mentzer, University of Tennessee

A. Parasuraman, University of Miami

Jagdish N. Sheth, Emory University

Rosann L. Spiro, Indiana University

David W. Stewart, University of Southern California

 

 

2008 AMS Cultural Perspectives in Marketing Conference

Royal Sonesta Hotel – New Orleans, LA

January 16 – 19, 2008

 

Wednesday January 16, 2008

Evening Events

 

GUIDED BUS CITY TOUR

2:00 P.M. – 5:00 P.M.

REGISTRATION

1:00 P.M. – 7:00 P.M.

South Ballroom

EARLY BIRD RECEPTION

5:00 P.M. – 7:00 P.M.

Foyer

 

 

Thursday January 17, 2008

Daily Highlights

 

 

REGISTRATION

8:30 A.M. – 4:30 P.M.

South Ballroom

AWARDS LUNCHEON

Noon – 1:30 P.M.

WINE MARKETING EVENT

Barry J. Babin

5:15 P.M. – 6:30 P.M.

Evangeline Suite B

EVENING RECEPTION

6:30 P.M. – 7:30 P.M.

Foyer

 

 

Concurrent Sessions

8:30 A.M. – 10:00 A.M.

 

Session 1.1 – Royal Conti

Marketing Education across Cultures Special Session

 

Title: Seeking Global Teaching Assignments: Protocols and Tips

 

Moderator: Charles W. Lamb, Texas Christian University

 

Panel:

Leyland F. Pitt, Simon Fraser University

Göran Svensson, Oslo School of Management and Halmstad University

Julie Baker, Texas Christian University

Deanne Brocato, Iowa State University

 

 

 

Session 1.2 – Bourbon

Ethnic and Minority Marketing Competitive Paper Session

 

Title: Advertising Effectiveness to Minorities

 

Session Chair: Adriana Bóveda, University of Rhode Island

 

Minority Portrayals in Magazine Advertisements: Alternative Empirical Analyses

Elten Briggs, University of Texas at Arlington

Timothy D. Landry, University of Oklahoma

 

Heritage Pride as Mediator in TV Advertising Effectiveness: A Study of the Mexican-American Community

Cecillia Maldonado, Georgia Southwestern State University

 

Is Multicultural Advertising Effective?  Attitude Formation among Ethnic Minorities

Cynthia Rodriguez-Cano, Georgia College & State University

David J. Ortinau, University of South Florida

 

Discussant: Marilyn Liebrenz-Himes, George Washington University

 

Session 1.3 – Evangeline Suite A

Cross-Cultural Sales, Direct Marketing and E-Commerce Special Session

 

Title: Cross-cultural Empathy in Customer-Contact Situations. Is it Possible?

 

Moderator: Lucette B. Comer, Purdue University

 

Panel:

Duleep Delpechitre, Purdue University

Tanya Drollinger, University of Lethbridge

Sanghyun Lee, Dongguk University

Sarah Maxwell, Fordham University

Harish Sujan, Tulane University

 

Session 1.4 - Evangeline Suite B

Consumer Behavior across Cultures Competitive Paper Session

 

Title: Comparative Studies of Consumer Behavior

 

Session Chair: Ryall Carroll, Baruch College, City University of New York

 

Exploring the Unique Consumption Experiences of African American and Hispanic Teens

Detra Y. Montoya, University of Washington

Maura Scott, Arizona State University

Mark Staton, University of Washington

 

 

The Chinese Regional Cultures Subdivide the Television Market

Wang Hui, Grenoble Ecole de Management

Marianela Fornerino, Grenoble Ecole de Management

 

Cultural Implications on Retailer Familiarity and Dynamic Pricing: An Experimental Examination of Online Consumer Behavior in Japan and America 

Christina Chung, Minot State University

Barry J. Babin, Louisiana Tech University

 

Discussant: Y. Henry Xie, College of Charleston

 

Session 1.5 – Evangeline Suite C

Cross-Cultural Ethics and Social Responsibility Competitive Paper Session

 

Title: Employees and Corporate Code of Ethics

 

Session Chair: Michael Callaghan, Deakin University, Australia

 

A Comparison of the Impact on Employees of Business Ethics within the Largest Private Sector Organizations in Sweden and Turkey

Arzu Ulgen Aydınlık, Istanbul University, Turkey.

Dilek Donmez, Istanbul University, Turkey.

Göran Svensson, Oslo School of Management, Norway.

Greg Wood, Deakin University, Australia.

Michael Callaghan, Deakin University, Australia.

 

The Ethos of Corporate Codes of Ethics (Ecce): A Cross-Cultural Construct of Australia, Canada and Sweden

Göran Svensson, Oslo School of Management, Norway

Greg Wood, Deakin University, Australia

Jang Singh, University of Windsor, Canada

Michael Callaghan, Deakin University, Australia

Emily Carasco, University of Windsor, Canada

 

New Dimensions in Responsible Health Marketing: Considering Health Literacy and Information Processing

Michael Mackert, the University of Texas at Austin

LeeAnn Kahlor, The University of Texas at Austin

Pat Stout, The University of Texas at Austin

 

Discussant: Chung-Chi Shen, Providence University, Taiwan

 

 

REFRESHMENT BREAK

10:00 A.M. – 10:30 A.M.

Foyer

 

Plenary Session

10:30 A.M. - Noon

 

Sessions 2.1 – 2.5 - South Ballroom

Plenary Session with the Neighborhood

 

Hurricane Katrina and Higher Education in New Orleans: Implications, Impact and Solutions

 

Moderator: Miriam B. Stamps, University of South Florida

 

University of New Orleans

Tulane University

Loyola University New Orleans

Dillard University

Xavier University

Southern University at New Orleans

 

AWARDS LUNCHEON

Keynote Speaker: Ernest Bromley, CEO Bromley Communications

Noon – 1:30 P.M.

 

Concurrent Sessions

1:30 P.M. – 3:00 P.M.

 

Session 3.1 – Royal Conti

Social and Not-For-Profit Marketing Special Session

 

Title: Dealing with Natural Disasters from Preparation to Recovery

 

Moderator: Kevin Cruthirds, Nicholls State University

 

Consumer Preparation for Disasters:  Multi-Cultural Issues and Marketing Perspectives

Meryl P. Gardner, University of Delaware

Marcia H. Flicker, Fordham University

Sharon K. Wiley, Mel Fisher's Treasures

 

Local Media and Images of Katrina

Carol L. Adams-Means, Ph.D., The National Poll

 

USPS Active Residential Delivery Statistics as an Indicator of Repopulation in a Post-disaster US Setting

Allison Plyer, Greater New Orleans Community Data Center

 

An Exploratory Scale for Measuring Market Orientation of Nonprofit Organizations (MONPO) in India

Pratik Modi, Institute of Rural Management Anand (IRMA)

Debiprasad Mishra, Institute of Rural Management Anand (IRMA)

 

Session 3.2 – Bourbon

Cross-Cultural Integrated Marketing Communications Competitive Paper Session

 

Title: Non-Traditional Integrated Marketing Communications

 

Session Chair: Handan Vicdan

 

Exploring the Role of Text Message Advertising on Consumer Purchases: Evidence from South Korea

Handan Vicdan, The University of Texas-Pan American

Soonkwan Hong, The University of Texas-Pan American

Michael S. Minor, The University of Texas-Pan American

 

Do Preannouncements Have an Influence on the New Product Launch Day and the New Product Preannouncement Day?

Chi-Lin Yang, National Cheng Kung University, Taiwan

 

Evaluation of Sponsorship Effects on Brand Image within a European Context: the America’s Cup and Louis Vuitton Case

Stephanie Ganassali, IMUS, University of Savoie

Antonella Zucchella, University of Pavia (Italy)

Paola Cerchiello, University of Pavia (Italy)

Astrid Siebels, University of Hannover (Germany)

Franck Bachmann, University of Hannover (Germany)

Nadine Hennings, University of Hannover (Germany)

Carmen Rodrigues-Santos, University of Leon (Spain)

Daniele Dalli, University of Pisa (Italy)

Francesco Casarin, Universitŕ Ca’ Foscari di Venezia (Italy)

Gunnar Mau, University of Göttingen (Germany)

Ines Kuster, University of Valencia (Spain)

Natalia Vila, University of Valencia (Spain)

Jean-Luc Giannelloni, University of Savoie (France)

Jean Moscarola, University of Savoie (France)

 

Session 3.3 - Evangeline Suite A

Supply Chain and Channel Management across Cultures Competitive Paper Session

 

Title: Market Externalities and Cultural Effects on Supply Chain Efficiency

 

Session Chair: Harriette Bettis-Outland, University of West Florida

 

Hurricane Katrina’s Effect on the Retail Sector of New Orleans, Louisiana

Michael M. Pearson, Loyola University New Orleans

Kate Lawrence, Loyola University New Orleans

Tom Hickman, Loyola University New Orleans

 

Cross-Cultural Study of Inter-Organizational Contracts: Time Orientation and Interdependence Asymmetry

Sungmin Ryu, Sungkyunkwan University

Christina Chung, Minot State University

Joseph Ha, Hawaii Pacific University

 

Tracking and Tracing Product Security across a Global Supply Chain Network

Jongkuk Lee, University of Illinois at Urbana-Champaign

 

Discussant: Martin P Nunlee, Delaware State University

 

Session 3.4 – Evangeline Suite B