EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
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Thursday, 24 May <strong>2012</strong>, 16:00-17:30<br />
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Petri Parvinen, Aalto University School of Economics<br />
Exploring How Luxury Brands Are Rising To The Challenge Of The Smartphone Revolution<br />
Parisa Mahyari, Queensland University of Technology<br />
Judy Drennan, Queensland University of Technology<br />
Gayle Kerr, Queensland University of Technology<br />
Content Or Technology? Content And Technology: Adaptation Of Technology Acceptance Model Into Media<br />
Technology Innovation Context<br />
Nora Nyiro, Corvinius University of Budapest<br />
Session 14.08: Product and Brand Management<br />
Session title: Brand Design and Brand Personality Theme 2<br />
Personality makes the difference: The effects of brand personality on employer brand attractiveness<br />
Fabiola Gerpott, Zeppelin University<br />
Inga Kristina Wobker, Zeppelin University<br />
Linn Viktoria Rampl, Zeppelin University<br />
The Emergence of Brand Authenticity: An Integrative Approach<br />
Katharina Heklwig, Lausanne University<br />
The Museum experience as a brand experience: Investigating its relationship with brand personality and brand<br />
attitude<br />
Eirini Tsichla, Aristotle University of Thessaloniki<br />
Christina Boutsouki, Aristotle University of Thessaloniki<br />
Session 15.03: Relationship Marketing<br />
Session title: Branding<br />
How to benefit effectively from the rising tribalisation phenomenon – the Toyota Prius case study<br />
Susana Costa e Silva, Catholic University of Portugal<br />
Mariana Carnido Santos, Catholic University of Portugal<br />
Thanks for Your Help: Consumer Gratitude as a Key Mediator of the Effects of Relationship Investments on<br />
Brand Affect and Advocacy<br />
Jan Pelser, Maastricht University<br />
Jacqueline van Beuningen, Maastricht University<br />
Martin Wetzels, Maastricht University<br />
Ko de Ruyter, Maastricht University<br />
David Cox, Maastricht University<br />
Why do consumers form relationships with brands? An analysis of relational benefits<br />
Erifili Papista, Athens University of Economics & Business<br />
Sergios Dimitriadis, Athens University of Economics & Business<br />
Brand Relationships 2.0: A fundamental paradox of proactive relational branding and critical consumer culture<br />
Torsten Ringberg, Copenhagen Business School<br />
Stine Bjerregaard, Copenhagen Business School<br />
Session 16.03: Retailing, Channel Management and Logistics<br />
Session title: Retail price formation, price perceptions and consumer decision making<br />
<strong>EMAC</strong> <strong>2012</strong> – Program 54
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