Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs

Table of Contents

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   Book Overview
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   Chapter 1 Leveraging Similarity and Congruency for Persuasive Sensory-Based Communication: An Abstract
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   Chapter 2 The Effect of Immersive Technology on Second Chance Tourism: An Abstract
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   Chapter 3 From Eerie to Aww: Embracing the Imperfect Side of Humans Can Improve the Consumer-Robot Interaction: An Abstract
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   Chapter 4 Perceived Quota Difficulty and Its Relevance to Ethical Decision-Making and Sales Performance: An Abstract
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   Chapter 5 Sales Management Just Got Brighter and More Resilient during Covid-19: An Abstract
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   Chapter 6 The Impact of Salesperson Intentions on Sales Training Transfer: An Abstract
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   Chapter 7 Using Macromarketing to Teach Business Sustainability: An Abstract
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   Chapter 8 The Role of Entrepreneurial Competencies in Enterprise and Marketing Pedagogy: Lessons from Business Start-Ups: An Abstract
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    Chapter 9 Business Ties, National Institutions, and Firm Performance: An Abstract
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    Chapter 10 “Come to Us, We Have Scooters” – Electric Scooter Sharing and Closed-Campus Micromobility: An Empirical Study on Usage Patterns in Different Pandemic Scenarios
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    Chapter 11 Does Lego “Build” Reputation for Denmark? Consequences of Brand Performance on Country Brand Reputation: An Abstract
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    Chapter 12 Emotional and Cognitive Trust in Social Conversational Agents: An Abstract
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    Chapter 13 Information Overload in Voice-Based Alexa Shopping: Does Customer Involvement Play a Role?: An Abstract
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    Chapter 14 Shopping with Voice Assistants: How Empathy Affects Individual and Social Buying Behavior: An Abstract
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    Chapter 15 “Hey Google, Can I Text You?” Investigating AI Digital Assistants Modality to Service Emerging Customer Needs: An Abstract
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    Chapter 16 Digitalization Through Technology and Sales Performance: Extended Framework: An Abstract
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    Chapter 17 The Service Provider Guided Consumer Milestone Journey: An Abstract
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    Chapter 18 Special Session: Scale Measurements Review 101: Understanding Problematic Issues and Insights in Developing and Using Scale Measures in Academic Research: An Abstract
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    Chapter 19 I Got It from My Parents! How Entrepreneurs from Emerging Markets Become Innovators: An Abstract
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    Chapter 20 Marketing and the Sustainable Development Goals: Case Studies from Egypt
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    Chapter 21 Disruptive Consumption Practices in Emerging Markets: An Abstract
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    Chapter 22 Managerial Perspectives on Export Pricing Adaptation Decisions: An Experimental Investigation: An Abstract
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    Chapter 23 New Social Media Cinderella’s: On the Double Effect of Underdog Status and Homophily on SMI Perceptions and Buying Intentions: An Abstract
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    Chapter 24 Consumer Engagement in Influencer Marketing Video Campaigns: An Abstract
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    Chapter 25 Do You Think I’m Real? A Mixed Reality Approach to the Effects of the Virtual Influencer Engagement on Attitude and Brand Attachment: An Abstract
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    Chapter 26 The Effect of Product and Brand Personalization of Online-Personalized Ads: An Abstract
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    Chapter 27 What Advertising Levers Can Be Used to Encourage Children to Eat Insects? An Approach Based on Drawings: An Abstract
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    Chapter 28 Let’s (Not) Put a Label on It: Interaction Effects of Multiple Front-of-Package Labels and the Moderating Role of Consumer Value Orientation: An Abstract
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    Chapter 29 Hit The Road: Micromobility Solutions from The User’s Perspective: An Abstract
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    Chapter 30 Predictive Model Assessment in PLS-SEM: Extensions and Guidelines: An Abstract
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    Chapter 31 An Updated Assessment of Model Evaluation Practices in PLS-SEM: An Abstract
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    Chapter 32 A Comparative Analysis of Market Orientation, Entrepreneurial Orientation, Entrepreneurial Marketing, and Firm Performance: An Abstract
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    Chapter 33 Quick Diversification: Deciding the Scaling Strategies of a Digital News Startup Using Marketing Science: An Abstract
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    Chapter 34 Virtual Tipping: Giving Back to Social Media Influencers: An Abstract
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    Chapter 35 How Are Peer Endorser Characteristics Related to Brand Selfie Attitude? An Abstract
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    Chapter 36 Rethinking Authenticity: An Investigation of Virtual Influencers: An Abstract
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    Chapter 37 Social Media Influencers and Authenticity: The Effect of Partnership Disclosure and Attachment Strength: An Abstract
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    Chapter 38 Shaped by the Media: How Internal and External CSR Information Sources Affect the Employees’ CSR Awareness and Perceived CSR Performance: An Abstract
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    Chapter 39 A CEO’s Childhood Experience of Natural Disaster and Corporate Social Responsibility: An Abstract
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    Chapter 40 Featuring a Benefactor or a Victim? How Charity Appeals with Different Protagonist Focus Affect Donation Behavior: An Abstract
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    Chapter 41 Special Session: Marketing Science at the Service of Innovative Startups and Vice Versa: An Abstract
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    Chapter 42 Exploring the Strategic Bond between Economic Geography and Firm-Level Advertising Spending: An Abstract
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    Chapter 43 Influence of Online Brand Community Management Capability on Firm Performance: An Abstract
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    Chapter 44 Persuasion Using Video Narratives: Case of Engagement with Videos on YouTube About COVID-19: An Abstract
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    Chapter 45 Virtual Try-Before-You-Buy: The Impact of Virtual Try-ons on Consumer Purchases: An Abstract
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    Chapter 46 The Show Must Go On: Virtual Live Music Event Experiences During COVID-19
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    Chapter 47 Whose Role Is It Anyway? A Consideration of Responsibility in Digital Addiction: An Abstract
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    Chapter 48 Social Media and Service Quality in Internet Retailing: An Abstract
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    Chapter 49 How Successful Firms Manage the Power Between Sales and Marketing Functions: An Abstract
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    Chapter 50 The Importance of Design Thinking for Salespeople in Cocreating Innovative Solutions with Business Customers: An Abstract
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    Chapter 51 The Influence of Club Leadership in the Behavior and Attitudes of Soccer Club Supporters: An Abstract
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    Chapter 52 Why Am I Here? Choristers’ Perception of the University-Community Choir: An Abstract
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    Chapter 53 Digital Tourism Consumption: The Role of Virtual Reality (VR) Vacations on Consumers’ Psychological Wellbeing: An Abstract
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    Chapter 54 Rethinking Destination Branding Frameworks for the Age of Digital Nomads and Telecommuters: An Abstract
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    Chapter 55 The Backfire Effects of Website Filtering Tools: An Abstract
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    Chapter 56 Influencers’ Use of Active Versus Passive Sponsored Content and the Impact on Consumer Perception: An Abstract
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    Chapter 57 The Pandemic Crisis Effects on Subjective Well-Being and Consumer Behavior: An Abstract
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    Chapter 58 Questioning the Intuitive Preference for Intentionality: An Abstract
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    Chapter 59 Evaluating the Impact of Technology on Professional Sales: An Abstract
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    Chapter 60 Special Session: Tackling the Academic Job Market: Advice from Search Committee Members: An Abstract
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    Chapter 61 A Cross Cultural Study on Customers’ Engagement on Value Co-creation in Big Data Concept: The Moderating Effect of Privacy Concerns: An Abstract
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    Chapter 62 Three Steps Towards the Deeper Insights into Willingness to Disclose Personal Data in Online Shopping: An Abstract
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    Chapter 63 Consumer Willingness to Invest Effort in Complex Technology-Based Self-Service: An Abstract
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    Chapter 64 Development of a Measuring Scale in Higher Education Experience under Pandemic: An Abstract
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    Chapter 65 The Role of Self-Construal Level in the Relationship between Norms and Pro-environmental Consumer Behavior: A Cross-Country Comparison: An Abstract
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    Chapter 66 No, Not My Fault: Influences of External Environmental Locus of Control on the Remanufacturing Purchase Intention: An Abstract
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    Chapter 67 Recycled Plastic Packaging on the Upswing: An Abstract
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    Chapter 68 The Effect of Advertising a Product with Its Reflection on Product Aesthetics: An Abstract
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    Chapter 69 Drop Shadows and Product Lightness Perceptions: An Abstract
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    Chapter 70 Do Sad-Looking Endorsers Indeed Work Better in Charity Advertising? The Relevance of Consumers’ Brand Awareness and Empathy: An Abstract
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    Chapter 71 Text Me If You Can! The Influence of Modality in Consumer Interactions with AI Digital Assistants: An Abstract
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    Chapter 72 Toward a Theoretical Model of Branded Chatbot Adoption, a Bibliometric and Machine Learning Perspective: An Abstract
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    Chapter 73 We All Make Mistakes, But We’re Not All Human: The Influence of Voice-based Assistant’s Mistake on Anthropomorphism: An Abstract
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    Chapter 74 Robots for Good: How Robo Advisors and Awareness of Behavioral Biases Impact the Disposition Effect: An Abstract
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    Chapter 75 An Innovation Creating a Bridge between Marketing Education and Professional Practice: An Abstract
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    Chapter 76 An Experiential Learning Framework for Retail: Creative Authentic Skill Development
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    Chapter 77 Quantitative Anxiety and Insights for Preparing Students for Data-Driven Marketing Jobs: An Abstract
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    Chapter 78 Designed for Success: The Role of Long-Term User-Product Interaction for Product Design Success: An Abstract
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    Chapter 79 Do You Feel Bored? The Role of Positive and Negative Emotions for Product Design Success: An Abstract
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    Chapter 80 Towards a Better Understanding of Extreme Response Style: The Influence of Self-Regulatory Focus: An Abstract
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    Chapter 81 Is That a Sport? Conceptualization, Measurement and Consumer- and Brand-Related Outcomes of Perceived Sportivity: An Abstract
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    Chapter 82 The Contribution of Adaptive Marketing Capabilities on SME’s Business Model Adaptation During the Pandemic Crisis: An Abstract
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    Chapter 83 Lime, Bird or Campus Drive? Where Institutions Can Be Ahead of Markets: An Empirical Study About Consumers’ Intention to Use Closed-Campus Micromobility: An Abstract
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    Chapter 84 The Role of Government Policy Communication (GPC) Quality and Consistency Based on Integrated Marketing Communication (IMC) on Entrepreneurship: An Abstract
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    Chapter 85 Crisis Initiated Changes in the Business Model of Small and Medium Enterprises: An Abstract
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    Chapter 86 An Examination of CEO Pay Transparency on Consumers’ CSR Evaluations: An Abstract
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    Chapter 87 Marketer and Consumer Mismatch of STEM and Gender Based Toys: An Abstract
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    Chapter 88 Brand Hate and Diversity: An Abstract
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    Chapter 89 A Cross-Cultural Investigation on Second-Hand Online Shopping Behaviour: An Abstract
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    Chapter 90 What’s in a “Happy” Meal? The Effect of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions: An Abstract
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    Chapter 91 Augmented Reality Brand Experiences (ARBEs): The Role of Imaginative Involvement & Episodic Memory in Fostering Brand Loyalty: An Abstract
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    Chapter 92 I Don’t Like What I See: When UGC Distorts the Brand Image: An Abstract
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    Chapter 93 I Wanna Know What (Brand) Love Is, I Want You to Show Me: Exploring Expressions of Brand Love: An Abstract
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    Chapter 94 Race and Status Evaluations: An Abstract
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    Chapter 95 Specialized Social Media (SSM) and Luxury Brands: An Abstract
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    Chapter 96 Gem or Lemon? Investigate Information Disclosure and Price Effects in Secondhand Luxury Markets: An Abstract
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    Chapter 97 Luxury Experience and Consumer Behavior: A Systematic Literature Review and Future Research Agenda: An Abstract
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    Chapter 98 Exploring Business Actor Engagement Dynamics: An Abstract
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     Chapter 99 Increasing Short- and Long-Term Blood Donations: A Longitudinal Field Comparison of Public and Private Events: An Abstract
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     Chapter 100 Tip Framing and the Appropriate Context: An Abstract
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     Chapter 101 Identifying Generic and Industry-Specific Antecedents to Measure Brand Loyalty
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     Chapter 102 Negative Online Brand Engagement Scale Development Process: An Abstract
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     Chapter 103 Designing for User and Brand Experience: Implementing Parallax Scrolling in Online Shops to Explicitly and Implicitly Affect UX, Brand Sustainability and Behavioral Intentions: An Abstract
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     Chapter 104 The Impact of Voice Assistants on Effort Saving, Decision Delegation and Satisfaction: An Abstract
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     Chapter 105 When Does a Goal-Appeal Match Affect Customer Satisfaction? Examining the Work and Play Context: An Abstract
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     Chapter 106 Young People Under ‘Finfluencer’: The Rise of Financial Influencers on Instagram: An Abstract
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     Chapter 107 The Effect of Second-hand Extension on Retailers’ Brand Image: An Omnichannel Perspective: An Abstract
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     Chapter 108 The Power of the Omnichannel Strategy and the Role of Marketing in This Challenge: An Abstract
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     Chapter 109 Authentic Omnichannel: Providing Consumers with a Seamless Brand Experience Through Authenticity: An Abstract
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     Chapter 110 Communication of Sustainability in Omnichannel Retailing as a Tool to Increase Brand Engagement: An Abstract
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     Chapter 111 Once Upon a Product: Storytelling with Online Product Descriptions: An Abstract
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     Chapter 112 I, Chatbot! The Impact of Anthropomorphism and Gaze Direction on Willingness to Disclose Personal Information and Behavioral Intentions: An Abstract
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     Chapter 113 Enhancing Solution Effectiveness: The Role of Customer Adaptiveness: An Abstract
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     Chapter 114 How Anticipating Indulgence Catalyzes Indulgent Behavior in the Present: An Abstract
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     Chapter 115 Political Ethnocentrism in the New America: An Abstract
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     Chapter 116 Hate Speech and Bad Language: The Ugly Face of Social Influencers and Its Impact on Brands: An Abstract
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     Chapter 117 Brand Polarization Scale Development: An Abstract
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     Chapter 118 Special Session: Creating Synergies from Multi-Method Research Approach: An Abstract
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     Chapter 119 We Are All in This Together! Instore-Interactions in a Shopping Environment Disrupted by Covid-19: An Abstract
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     Chapter 120 The Relationship Between Eco-Labeling Claims and Abnormal Stock Returns to New Product Launches: Empirical Evidence from Food and Beverage Industries: An Abstract
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     Chapter 121 Examining Spillover Effects of NHTSA Safety Investigation Announcements on Automotive Suppliers’ Shareholder Wealth: An Abstract
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     Chapter 122 The Effect of In-Store Augmented Reality on Customers’ Patronage Intention: An Abstract
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     Chapter 123 Using Gestural Interaction Technology to Improve the Consumer Experience: An Abstract
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     Chapter 124 The Transformative Power of Artificial Intelligence for Managing Customer Relationships: An Abstract
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     Chapter 125 Differences in Online Review Content between Old and New Products: An Abstract
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     Chapter 126 Relationship Marketing in Higher Education in Uncertain Times: A Multi-stakeholder Perspective: An Abstract
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     Chapter 127 Regular Creative Practice in Business Education: An Abstract
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     Chapter 128 Green Hotel Re-Patronage Intention: A BRT Perspective: An Abstract
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     Chapter 129 Strategic Marketing Solutions for the Climate Change Social Dilemma: An Abstract
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     Chapter 130 Consumer Wisdom and Sustainable Product Purchase Intentions: An Abstract
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     Chapter 131 The Attractiveness of Vegetarian Products to Men and Women: The Role of Gender and Type of Experience: An Abstract
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     Chapter 132 The ‘Vegetarian Protein = Less Nourishing’ Intuition: When the Choice of Vegetarian Protein Increases Calorie Consumption: An Abstract
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     Chapter 133 Plant-Based Diet in Consumer Research: An Abstract
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     Chapter 134 The Time is Now! Capturing the Momentum of Consumers’ Attitudinal and Behavioral Change Towards Environmental Sustainability Due to the Pandemic: An Abstract
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     Chapter 135 The COVID-19 Life Event and Individual Well-Being: Do Coping Behaviors Matter? An Abstract
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     Chapter 136 Independent Restaurants’ Pandemic Survival Toolkit: Thriving on Community Resilience: An Abstract
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     Chapter 137 The Role of AI Agents in Spreading and Detecting Fake Online Reviews: A Systematic Review: An Abstract
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     Chapter 138 The Impact of Power Distance Beliefs on Resistance Toward AI (vs Human Service): An Abstract
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     Chapter 139 Intention to Spread E-WOM about Dynamic Pricing for Goods and Services: The Roles of Feeling Exploited and Perceptions of Price Complexity: An Abstract
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     Chapter 140 Salespeople’s Earned Social Media and Enablement: Understanding and Enhancing the Salespeople’s Digital and Social Selling Influence: An Abstract
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     Chapter 141 Value Creation and Disruptive Innovation by Robots: An Abstract
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     Chapter 142 Emotions Effect on Shopper Behavioral Responses in AI-Powered Retail Stores: An Abstract
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     Chapter 143 A Bibliometric Analysis of Context Effects and a Research Agenda: An Abstract
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     Chapter 144 Special Session: Marketing Research Automation and Robotization (M-RAR): A Chance for Marketing Practice and a Risk for Marketing Science/Scientists? An Abstract
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     Chapter 145 Variation of Customer Performance Influence on IMC Outcomes in Different Size Companies in Inter-Country Context: An Abstract
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     Chapter 146 Exploring Functional and Experiential Advertisement Construction from a Graphic Design Perspective: An Abstract
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     Chapter 147 Effects of Complaint Management Strategies in Social Networks on Observers’ Emotional Attachment and Brand Commitment: An Abstract
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     Chapter 148 The Effect of FOMO: In Relation to Involvement and Technology Usage: An Abstract
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     Chapter 149 Fostering Customer Adoption of Curbside Pick-up Service: An Abstract
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     Chapter 150 Discovering AI-Driven Services for Service Wellbeing: An Insider Perspective: An Abstract
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     Chapter 151 Is Relationship Marketing Still Relevant? A Concept Analysis: An Abstract
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     Chapter 152 “Business-to-Business-to-Brain?” A Structured Literature Review on Neuroscience in B2B-Marketing Using TCCM Analysis: An Abstract
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     Chapter 153 The Impact of Downstream Online Ratings on Upstream B2B Relationships: An Abstract
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     Chapter 154 Signaling Trust Using B2B Firm Indicators: An Abstract
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     Chapter 155 Should Reviewers and Website Moderators Censor Swearwords in Reviews? An Abstract
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     Chapter 156 How Consumers Process Online Reviews for Purchase Decision: A Grounded Theory Approach: An Abstract
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     Chapter 157 Effects of Uncertain Incentive on Customer Engagement in Gamified Social Competition: An Abstract
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     Chapter 158 The Writing Is on the Wall: Using Computerized Text Analysis to Predict Customers’ Evaluation of Their Service Experience: An Abstract
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     Chapter 159 Exploring the Boundary Conditions of the Power Distance Belief on DIY Preference: An Abstract
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     Chapter 160 Within and between Two Worlds: Mixed-Ethnic Identity Scale Development and Nomological Validity: An Abstract
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     Chapter 161 More Than the Bottom Line: Does Socioemotional Wealth Impact the Marketing of Ethnic Minority Family Businesses? An Abstract
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     Chapter 162 Brand-Triggered Inclusion: A Theoretical Framework: An Abstract
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     Chapter 163 MNEs’ CSR Communication Intensity in Host Countries through Social Media: An Abstract
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     Chapter 164 Should Firms Encourage Employees to Engage in Work-Related Social Media Use? An Abstract
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     Chapter 165 The Influencing Factors of Social Presence on Loyalty in Social Commerce: Mediating Role of Trust and Customer Satisfaction: An Abstract
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     Chapter 166 Brands’ Response to Cancel Culture: Connecting Marketplace Actors: An Abstract
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     Chapter 167 A Model to Encourage a Transformative Orientation in Marketing: An Abstract
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     Chapter 168 A Mediated Moderation Model of Perceived E-commerce Platform Quality: An Abstract
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     Chapter 169 Extraversion, Technology Proclivity, and Participation in Technology-Mediated, Sharing Economy Markets: An Abstract
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     Chapter 170 Disproportional Evaluations of Female Brands: An Abstract
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     Chapter 171 To Demystify Discriminative Behaviors against Outgroup Customers in Individualistic Culture: A Case Study: An Abstract
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     Chapter 172 Cultural Diversity in Preventative Health Behavior: An Abstract