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