EMAC 2012 PRELIMINARY PROGRAMME

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Wednesday, 23 May 2012, 14:00-15:30 _______________________________________________________________________________________ Jina Park, EunJu Ko, Hyeonyoung Choi, Celebrity’s Microblog – Para-Social Networking Service Dae Ryun Chang, Kyongon Choi, The Effects of Brand Identity on Brand Equity in SNS Hyeonyoung Choi, Eunju Ko, Mobile marketing in China: Consumers’ attitude and intention Ruijin Zhang, Xiangyang Li, EMAC 2012 – Program 24
Wednesday, 23 May 2012, 16:00-17:30 _______________________________________________________________________________________ WEDNESDAY – 16:00-17:30 Session 01.04: Advertising, Promotion and Marketing Communications Session title: "Tell me What You See": Advertising appeals When A Warm Ad Leaves You Cold - The Moderating Role Of Temperature On The Effectiveness Of Warmth In Advertising Pascal Bruno, University of Cologne Valentyna Melnyk, Waikato Management School Franziska Völckner, University of Cologne The Optimal Level Of Absurdity In Advertising: The Moderating Effect Of Product Category Attitude Robert Mai, Dresden Technical University Katharina Hutter, Dresden Technical University Visual Art In Advertising: The Moderating Effect Of Hedonic Versus Utilitarian Product Positioning Verena Huettl, Augsburg University Heribert Gierl, Augsburg University How Art In Advertisements Influence Advertising Effectiveness Erik Modig, Stockholm School of Economics Jonas Colliander, Stockholm School of Economics Karina Töndevold, Stockholm School of Economics Session 02.02: Business-to-Business Marketing & Networks Session title: Governance The Effect Of Business Culture Similarity On Relational Governance In Buyer-Supplier Relationships Umar Burki, Vestfold University Arnt Buvik, Molde University Governance Mechanisms, Ownership Contexts, And Performance Outcomes In Industrial Value Chains Kenneth Wathne, University of Stavanger Jan Heide, School of Business, University of Wisconsin-Madison Alok Kumar, Smeal College of Business, The Pennsylvania State University Power Asymmetry In Intercultural Business Negotiations And Its Impact On Negotiation Strategies Robert Wilken, ESCP Europe Business School Berlin Frank Jacob, ESCP Europe Business School Berlin Tayfun Aykaç, ESCP Europe Business School Berlin Session 03.07: Consumer Behavior Session title: Developing and Using Scales Session Chair: Monika Koller, WU Vienna The “I” in Extreme responding Elke Cabooter, Ghent University Kobe Millet, Vrije University Amsterdam Mario Pandelaere, Ghent University Bert Weijters, Vlerick Management School Dispositional greed - Scale development and validation EMAC 2012 – Program 25
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EMAC 2012 PRELIMINARY PROGRAMME

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