EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
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Thursday, 24 May <strong>2012</strong>, 9:00-10:30<br />
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THURSDAY – 9:00-10:30<br />
Session 01.05: Advertising, Promotion and Marketing Communications<br />
Session title: "I Say Halo": Halo and Spillover Effects<br />
Product Placement Effects In A Movie: Results From A Field Study<br />
Bendik Samuelsen, BI Norwegian Business School<br />
Lars Erling Olsen, Oslo School of Management<br />
From Tour De France To Tour De Farce: The Effect Of Negative Sponsorship Information On Sponsors´ Brand<br />
Image<br />
Oliver Schnittka, University of Hamburg<br />
Henrik Sattler, University of Hamburg, Insitute of Marketing and Media<br />
Mario Farsky, University of Hamburg<br />
From Dusk Till Dawn: How To Counteract The Vampire Effect Of Celebrity Endorsements<br />
Henrik Sattler, University of Hamburg<br />
Carsten Erfgen, University of Hamburg<br />
Sebastian Zenker, University of Hamburg<br />
Christian Müller, University of Hamburg<br />
A Dynamic Model Of Fan Behavior When Team Expenditures And Brand Equity Signal Future Performance In<br />
Professional Sports Market<br />
Stefan Hattula, University of Mannheim<br />
Hauke Wetzel, University of Mannheim<br />
Maik Hammerschmidt, Georg-August-University Goettingen<br />
Johannes Hattula, University of St. Gallen<br />
Cornelia Ebertin, University of Mannheim<br />
Hans H. Bauer, University of Mannheim<br />
Session 03.09: Consumer Behavior<br />
Session title: Consumer’s Voice<br />
Flow as a Catalysis for Information Diffusion in an Online Social Network<br />
Mattew Chylinski, University of New South Wales<br />
Qionglin Gan, University of New South Wales<br />
How Not to Market More: When and why Fulfilling Consumers’ Desire to Own More can Reduce Consumption<br />
Satisfaction<br />
Haiyang Yang, INSEAD<br />
Ziv Carmon, INSEAD<br />
Ravi Dhar, Yale University<br />
Giving voice to customers: the impact of behavioral commitment<br />
Caroline Cloonan, ISG Business School<br />
Julien Bourjot-Deparis, Paris Dauphine University<br />
Gwarlann Caffier de Kerviler, Paris Dauphine University<br />
The Shifting Effects of Product-Based Virtual Communities on Brand Decision Making<br />
Stella Yiyna Li, City University Hong Kong<br />
Session 03.10: Consumer Behavior<br />
<strong>EMAC</strong> <strong>2012</strong> – Program 32
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