EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
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Wednesday, 23 May <strong>2012</strong>, 14:00-15:30<br />
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WEDNESDAY – 14:00-15:30<br />
Session 01.03: Advertising, Promotion and Marketing Communications<br />
Session title: "I'll Keep You Satisfied": The Value of MC<br />
Can Advertising Have Equity? Exploring the Effects Of A Brand's Past Advertising On Willingness To Attend<br />
To Future Ads<br />
Sara Rosenggren, Stockholm School of Economics<br />
Micael Dahlen, Stockholm School of Economics<br />
Effect Of Trailer Advertising On The Financial Performance Of The Associated Movie; An Event Study<br />
Lidia Debernitz, Maastricht University<br />
Salma Karray, University of Ontario Institute of Technology (UOIT)<br />
The Value Of Sponsorship: A Stock Market Perspective<br />
Marc Mazodier, University of South Australia<br />
Amir Rezaee, ISG Business School<br />
Session 02.01: Business-to-Business Marketing & Networks<br />
Session title: Organization<br />
“Do You Feel Like I Do?” – Shared Customer Satisfaction In Organizations<br />
Viola Austen, Hohenheim University<br />
Uta Herbst, University Tuebingen<br />
Michael A. Merz, San José State University<br />
Dispersion Of Marketing Activities: Relevance And Challenges For B2b-Organisations<br />
Michael Kleinaltenkamp, Berlin Free University<br />
Marie Sibum, Berlin Free University<br />
Navina Lüddecke, Berlin Free University<br />
The Impact Of Top Management On B2b Firms’ Marketing Capability<br />
Jens Geersbro, Copenhagen Business School<br />
Thomas Ritter, Copenhagen Business School<br />
Session 03.05: Consumer Behavior<br />
Session title: When Consumers Take the Lead<br />
Session Chair: Georgia Stavraki, Aristotle University of Thessaloniki<br />
Efficacy and Efficiency of Mass Customization: the Role of Fantastical Thinking<br />
Michela Addis, Rome Third University<br />
Giulia Miniero, Bocconi University<br />
Francesco Ricotta, University of Rome La Sapienza<br />
Is Customer Co-Production a Driver of Customer Identification? A Theoretical and Empirical Investigation<br />
Ursula Grissemann, Innsbruck University<br />
Karin Teichmann, University of Innsbruck School of Management<br />
Nicola Stokburger-Sauer, University of Innsbruck School of Management<br />
The passion of user generated brands<br />
Johann Fuller, Innsbruck University<br />
Rita Faullant, Universtiy of Klagenfurt<br />
<strong>EMAC</strong> <strong>2012</strong> – Program 18
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