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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Andreas Herrmann, University of St.Gallen<br />
Session 05.03: International and Cross-Cultural Marketing<br />
Session title: International Branding and Reputation<br />
Session Chair: Christina Sichtmann, University of Vienna<br />
Firm Experience, Brand Awareness, Business Orientation, Franchise Ratio And Company Size As Drivers Of<br />
Franchise Internationalization<br />
Veronica Baena, European University of Madrid<br />
Julio Cerviño, University Carlos III of Madrid<br />
Western Consumers’ Preference For Chinese Brand Names: The Effects Of String Length And Semantic<br />
Relevance<br />
Marc Fetscherin, Rollins College / Crummer Graduate School of Business<br />
Religion And Brand Spill-Over: A Co-Branding Perspective On The Effect Of Religious Logos On Attitude<br />
Towards The Brand<br />
Bjoern Ivens, Bamberg University<br />
Phillip A. Rauschnabel, Otto-Friedrich-University of Bamberg<br />
Marc Herz, University of Vienna<br />
Understanding The Role Of Opinion Leaders And Reputation In International Markets: The Case Of Port Wine<br />
Ana Isabel Almeida Costa, Universidade Católica Portuguesa<br />
João Brito Cunha, Católica-Lisbon School of Business and Economics<br />
Session 07.03: Marketing of Public and Non-Profit Organisations<br />
Session title: Cause-related Marketing/Health Promotion<br />
Session Chair: Silke Boenigk, Hamburg University<br />
Health Prevention Campaigns and Individual Resistance: Case of an Anti-Smoking Advertising.<br />
Marie-Laure Mourre, Institut Superior de Gestion<br />
An experimental study on cause-related marketing campaigns with luxury firms from the nonprofit’s<br />
perspective<br />
Viktoria Schuchardt, Hamburg University<br />
Silke Boenigk, Hamburg University<br />
Organizational reputation and its influence on the donor´s decision on where to give blood<br />
Silke Boenigk, Hamburg University<br />
Marius Mews, Hamburg University<br />
Session 08.03: Marketing Research and Research Methodology<br />
Session title: Modelling consumer choices<br />
The Impact Of Choice Context On Consumers' Choice Heuristics<br />
Simone Mueller Loose, Aarhus University<br />
Joachim Scholderer, Aarhus University<br />
Armando M. Corsi, Ehrenberg-Bass Institute, University of South Australia<br />
Larry Lockshin, Ehrenberg-Bass Institute, University of South Australia<br />
Box-Behnken Designs To Improve Performance In Conjoint Analysis: An Empirical Application Using A<br />
Marketing Experiment<br />
<strong>EMAC</strong> <strong>2012</strong> – Program 20
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