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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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 />
Target “the Uncertain” – An Approach Based On Willingness To Pay As A Range<br />
Florian Dost, ESCP Europe Business School Berlin<br />
Robert Wilken, ESCP Europe Business School Berlin<br />
Do Customers Evaluate And Store Unit Price Information The Same Way They Process Information On Price<br />
Per Package?<br />
Lena Himbert, University of Kaiserslautern<br />
Stefan Roth, University of Kaiserslautern<br />
Are Men Seduced By Red? The Effect Of Color On Price Perception<br />
Nancy Puccinelli,<br />
Rajesh Chandrashekaran, Fairleigh Dickinson University<br />
Dhruv Grewal, Babson College<br />
Rajneesh Suri, Drexel University<br />
Linear And Non-Linear Effects On Store Price Image: How Retailers May Increase Profitability<br />
Felix Weispfenning, Coburg FH<br />
Session 18.04: Services Marketing<br />
Session title: Service coproduction and customer participation<br />
Paying for A Higher Workload? An Experimental Investigation of the Relationship Between Customer’s Co-<br />
Production and Willingness to Pay<br />
Nicola Bilstein, Catholic University of Eichstaett-Ingolstadt<br />
<strong>EMAC</strong> <strong>2012</strong> – Program 54
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