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 Celebrities on Brand Relationship Management: An Abstract.- Chapter90. "Since When"? Brand Heritage's Signaling Effects: An Abstract.- Chapter91. A Look into the (not so) Bright Side of Life: An Exploration of the Negative Service Encounter and its Effect on the Next Customer: An Abstract.- Chapter92. An Abstract: Comparative Attributions in an Industry-Wide Service Failure.- Chapter93. Transforming Consumer Well-Being through Service Ecosystems: The Case of Disruptive Events: An Abstract.- Chapter94. Say No to Your Consumer, He Will Like It (Or at Least the Taste of It)! An Abstract.- Chapter95. Thermal Spas Internet Marketing: An Analysis of Portuguese Thermal Spas' Websites.- Chapter96. Just a Mental Problem - Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets: An Abstract.- Chapter97. The Contingency Factors on the Relationship between New Product Preannouncements and Firm Value: An Abstract.- Chapter98. Salespeople's Linchpin Role: Salesperson Relational Incongruity and Its Impact on Sales Performance and Customer Ownership: An Abstract.- Chapter99. An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status: An Abstract.- Chapter100. Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract.- Chapter101. A Meta-Analysis of Deceptive Advertising: An Abstract.- Chapter102. Internet of Things (IoTs) and Marketing: Conceptual Issues, Applications, and a Survey: An Abstract.- Chapter103. Elementary, My Dear Watson: The Use of Artificial Intelligence in Marketing Research: An Abstract.- Chapter104. A Platform Approach in Servitization: How Platform Openness can be Used to Control Solution Networks: An Abstract.- Chapter105. Enhancing Customer Experience in the Sharing Economy: An Abstract.- Chapter106. Influence of Store Managers' Climate of Concern for Employees on FLE Commitment, Customer Word of Mouth, and Store Traffic Growth: An Abstract.- Chapter107. How Shelf Space Allocation of Terroir Products Improve the Financial Performance of Grocery Stores?.- Chapter108. Female Consumers, Advertisements and Age-Based Differences: An Abstract.- Chapter109. 'Pax Advertisinia'- A New Era of Unstereotyping of Women in Advertising: An Abstract.- Chapter110. Perceived Brand Luckiness: Scale Development and Validation: An Abstract.- Chapter111. Consumer Evaluation of Brand Alliances under Distraction: An Abstract.- Chapter112. Life Stories and Marketing: Application on Child Socialization of Socially Responsible Consumption: An Abstract.- Chapter113. How Augmented Reality Affects Advertising Effectiveness: An Abstract.- Chapter114. Consumer Overconsumption: A Conceptual Model of its Antededents and Consequences: An Abstract.- Chapter115. The Use of Rhetoric and Emotional Appeals in Fitness Ads: An Abstract.- Chapter116. Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding.- Chapter117. Exploring the Link and Relevance of Playfulness to Identity: An Abstract.- Chapter118. O Creativity, Where Art Thou? The Impact of Fear on Creativity Perception: An Abstract.- Chapter119. Unpacking the Account Executive Performance, its Antecedents, and Relational Outcomes: An Abstract.- Chapter120. Abstract Thinking and Salesperson Entrepreneurial Orientation: An Abstract.- Chapter121. Learning from External Network and A Firm's New Product Innovation: An Abstract.- Chapter122. The Impact of Absorptive Capacity onto Customer Participation in New Product Development: An Abstract.- Chapter123. Validating Satisfaction as a Mediator between Quality Constructs in Ongoing Supplier Relationships: An Abstract.- Chapter124. Guanxi and Organizational Performance: A Cost-Benefit Perspective: An Abstract.- Chapter125. Understanding Consumers' High-Risk Consumption Behavior of Pharmaceuticals: A Qualitative Exploratory Study.- Chapter126. Internet Addiction and Its Impact on Consumer's Buying Behavior: A Conceptual Framework: An Abstract.- Chapter127. Conspicuousness of Consumption Determines When Brands Benefit Most From Offering Ethical Attributes: An Abstract.- Chapter128. A Physiological Exploration of Visual Social Media Marketing: An Abstract.- Chapter129. The Linguistics of Brand Interactivity: Communicating Brand Personality, Sentiment, and Emotionality on Facebook: An Abstract.- Chapter130. Understanding the Influence of Consumer Embeddedness in Online Communities: An Abstract.- Chapter131. Wine Qualities and Consumer Satisfaction: An Abstract.- Chapter132. First Thoughts on the Impact of Anthropomorphism on Showrooming Behavior: An Abstract.- Chapter133. Limiting Negative Effects of Interruptions in Commercial Interaction by Salespeople Explanations: An Abstract.- Chapter134. The Role of Negative Online Reviews as Informants and Recommenders: An Abstract.- Chapter135. I Can See You... But Should I Trust You? Moderating Effect of Product Review Modality on Valence: An Abstract.- Chapter136. Frontline Frustration: The Experience of Point-of-Sale Cause Marketing from the Cashier and Customer Perspectives: An Abstract.- Chapter137. An Abstract: The Value of Sustainability: A Three Dimensional Approach for Assessing Explicit and Implicit Effects of Brand Sustainability.- Chapter138. Ethical Labeling - How Retailers Can Increase Their Brand And Store Image by Selling Ethical Labeled Private Label Products: An Abstract.- Chapter139. Managing Stereotypes in the Classroom: What Stereotypes Exist and How Do We Respond? An Abstract.- Chapter140. Using Marketing History in the Modern Classroom: An Abstract.- Chapter141. Emergence of Generative Learning Based Market Orientation from Micro-Macro Level Interactions.- Chapter142. Composition and Compensation: Effect on the Value of New Product Introductions: An Abstract.- Chapter143. Cause Placement: Initial Empirical Findings: An Abstract.- Chapter144. Special Session: Better Food, Better Life, Applying Marketing to Achieve Social Change: An Abstract.- Chapter145. An Abstract: Healthy Food Promotion with an App?.- Chapter146. An Abstract: Understanding Food Routines: Focus on Interactions Between Food Waste and Healthy Eating with Practice Theories.- Chapter147. An Abstract: Do We Need to Emply a Full Mix? 4P versus 1P.- Chapter148. An Abstract: Transitioning Understanding to Behavioral Change.- Chapter149. Best Practices for Inside Sales Professionals: An Historical Analysis.- Chapter150. Exploring the Role of Technology in Promoting CRM Capabilities in Direct-Selling Marketing Channels: An Abstract.- Chapter151. Examining Consumers' Reactions and Firms' Responses to Price Mistakes: An Abstract.- Chapter152. You Deserved That: The Roles of Purchase Effort and Loyalty in Explaining Price Inequality Outcomes.- Chapter153. You Get What You Pay For - Physical Placebo Effects of Price Discounts: An Abstract.- Chapter154. Differentiating Customer Engagement and Customer Participation in Services Marketing: An Abstract.- Chapter155. Family Vacation Travel - An Application of the Theory of Reasoned Action: An Abstract.- Chapter156. "Intercultural Accommodation and Service Quality Perceptions: What Accommodating Factors Really Matter to Ethnic Minority Consumers: An Abstract.- "Chapter157. R&D Information Disclosure in the Service-Providing Sector: An Abstract.- Chapter158. The Efficacy of Crowdsourcing for Early-Stage New Product Development: An Abstract.- Chapter159. Manipulating Context Dependence Changes Susceptibility to the Social Eating Environment: An Abstract.- Chapter160. If it Smells Like Sweat is that Still a Sensory Experience? Sensory Marketing and the CrossFit Phenomenon: An Abstract.- Chapter161. A Glass Wide Open: How Glass Shape Influences Extraversion and Happiness: An Abstract.- Chapter162. Measuring Attitudes towards Customer Surveillance: An Abstract.- Chapter163. An Abstract: Immersive Virtual Environments: A Whole New World.- Chapter164. Understanding Consumer-Generated Content about Luxury Brands Using Big Data: An Abstract.- Chapter165. An Abstract: Consumer's Acceptance of Food Innovations - Effects on Product Perception and Consumer Behavior.- Chapter166. Front-Line Service Roles Engagement and Subjective Well-Being of Socially-Disadvantaged Employees: An Abstract.- Chapter167. Humor and International Ads: The Impact of Culture and Emotions on Advertising Effectiveness in France, USA, and China: An Abstract.- Chapter168. Managing Stakeholder Interests in A Non-Profit Setting: Who Matters Most?: An Abstract.- Chapter169. Can Green Consumer Expectations Match Heirloom Seed Farmers' Values?.- Chapter170. Positioning and Planning of Sustainability Initiatives: An Abstract.- Chapter171. The Role of Label-Flavor Color Congruence on Consumer Judgements of Appropriateness and Visual Appeal: An Abstract.- Chapter172. Tales of Food Labelling: Experimental Studies on the Effects of Advertisings and Warnings on Food Labels in Brazilian Context: An Abstract.- Chapter173. An Abstract: Feel the Grip and Smell the Freedom: Assessing the Impact of Sensory Packaging on Implicit and Explicit Brand Knowledge.- Chapter174. User-to-Brand Social Media Behavior Directed at Brands and its Impact on Electronic Word-of-Mouth and Purchase Intentions: An Abstract.- Chapter175. How Can the Ratings be so Different? Reasoning to Identify Factors Explaining Airbnb's Satisfaction Rating Advantage over Hotels: An Abstract.- Chapter176. Customer-To-Customer Interactional Justice: A New Challenge For Service Recovery Via Social Media.- Chapter177. Negative eWOM in Social Media and Stock Evolution: An Abstract.- Chapter178. The Role of Audience Comments in YouTube Vlogs: An Abstract.- Chapter179. Small Wineries' Entrepreneurial Marketing Practices and Social Media Use: An Abstract.- Chapter180. Is Your Sales Manager Attractive? Examining the Impact of Attractiveness on Credibility: An Abstract.- Chapter181. Sales Managers' Ethical Leadership and Salesperson Outcomes: The Role of Emulation Intentions: An Abstract.- Chapter182. Person-Supervisor Fit in Sales: An Application of Self Determination Theory: An Abstract.- Chapter183. One for Me, One for You: Exploring Consumers' Motivations to Share Referral Coupons: An Abstract.- Chapter184. Consumer Perceived Probability of Food Waste and Attitudes towards Sales Promotions: An Abstract.- Chapter185. Mobile In-Store Advertising: Exploring the Effects of Location-Based Mobile Promotions on Shopping Behavior: An Abstract.- Chapter186. How to Simplify Consumers' Product Choice: An Exploration of Different Information Sources at the Point of Sale: An Abstract.- Chapter187. Are Those Immersive Online Ads Really Effective? Consumers' Responses to 360 degree Video Ads in Different Media Platforms: An Abstract.- Chapter188. Developing a Typology of Native Advertising: An Abstract.- Chapter189. Towards an Analytical Framework to Understand Consumer Disengagement with Digital Advertising: An Abstract.- Chapter190. Unpacking Effects in Consumer Judgments: An Abstract.- Chapter191. Induction of Construal-Level Mindset via Experience of Surprise: An Abstract.- Chapter192. Exploring the Role of Attitudinal vs. Situational Ambivalence in Consumer Choice: An Abstract.- Chapter193. A Review of the Cognitive and Affective Country-of-Origin's Effects and their Influence on an Organisational Attribution of Blame Post a Crisis Event: An Abstract.- Chapter194. The Impact of Power Distance Belief and Psychological Distance on Decision-Making: An Abstract.- Chapter195. Conceptualising Beauty in Consumer Research: A Framework and Research Agenda: An Abstract.- Chapter196. Innovation in Retail Business Models: How Adding Bricks to Clicks Affects Shoppers' Purchase Intention: An Abstract.- Chapter197. Anonymity, Anxiety, and Abandonment: How Product Packaging and Location Impact the Shopper: An Abstract.- Chapter198. Internet Killed the Radio Star? An Abstract.- Chapter199. Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces - The Case of Sports Sponsorship Exposure in Video Games: An Abstract.- Chapter200. Spatial Effect of Country-Level Factors on Export Competitiveness from Emerging Market: An Empirical Study of Spatial Effect in Export Trade of Agricultural Business from Emerging Markets: An Abstract.- Chapter201. E-Commerce Corporations (ECCs) Internationalization: A Case Exploration: An Abstract.- Chapter202. International Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract.- Chapter203. Investigating Relationship Dependence in International B2B Channel Relationships: An Abstract.- Chapter204. Storytelling in Business-to-Business Advertising: An Abstract.- Chapter205. Effects of B2B Customers' Perceived Benefits on Willingness to Disclose Information in an Online Exchange: An Abstract.- Chapter206. Examining Sales and Purchase Approaches in Complex Business Relationships: An Abstract.- Chapter207. Making Money with Paid Content: Empirical Investigations on Consumers' Reactions to Free-to-Fee Switches and Preview Characteristics: An Abstract.- Chapter208. Marketing Ploy or Strategic Initiative: An Investigation of Deceptive Advertising: An Abstract.