Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces, 1st ed. 2018 Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference Developments in Marketing Science: Proceedings of the Academy of Marketing Science Series

?We see our customers as invited guests to a party, and we are the hosts. It?s our job every day to make every important aspect of the customer experience a little bit better.? 

Jeff Bezos, Founder and CEO of Amazon.com

This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy?s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Chapter1. The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract.- Chapter2. A Signalling Approach to Enchance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract.- Chapter3. What Really Drives Customer – Brand Relationships? Evidence from An Emerging Market: An Abstract.- Chapter4. Attachment Styles and Brand Relationships: An Abstract.- Chapter5. When Good Brands Do Bad: The Sequel: An Abstract.- Chapter6. Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract.- Chapter7. A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract.- Chapter8. CSR Communication of Hotels and Consumer Responses Towards It: An Abstract.- Chapter9. Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal.- Chapter10. All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract.- Chapter11. The Evolution of the Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract.- Chapter12. Ethical Perceptions on Cigarette Marketing: An Abstract.- Chapter13. Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract.- Chapter14. Co-Creation in a Marketing Classroom: An Abstract.- Chapter15. Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract.- Chapter16. What is the Role of the Relationship in CRM? Exploring the Gaps between Intended and Actual Behavior: An Abstract.- Chapter17. Special Session: Reviewing the Reviewers: Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract.- Chapter18. Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism and Issue Proximity Affect Green Communication.- Chapter19. Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract.- Chapter20. Understanding the Viability of Three Types of Approach of Advertising in Emerging Markets.- Chapter21. In the Conflict between Heart and Mind: Involvement and Aspiration Matter: An Abstract.- Chapter22. Talking About my Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract.- Chapter23. Understanding the Luxury Consumption during Weddings in Southern India: An Abstract.- Chapter24. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract.- Chapter25. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract.- Chapter26. The Effects of Food Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract.- Chapter27. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract.- Chapter28. It's All in the Mix: How Music and Light Affect Shoppers' In-Store Behavior: An Abstract.- Chapter29. Consumer Engagement through Live Customer Service: An Abstract.- Chapter30. Consumers’ Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract.- Chapter31. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract .- Chapter32. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract.- Chapter33. The Relationship between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract.- Chapter34. A Framework and Call for Scholarship on ‘The Dark Side of Social Media’: An Abstract.- Chapter35. Enriched Digital Catalogues: A Multi-Studies Approach: An Abstract.- Chapter36. Exploring the Young People’s Cognitive Structure and Switching Intention toward Social Networking Sites: An Abstract.- Chapter37. Overcoming the Rejection of Changing Sales Force Technologies through Managerial Support: An Abstract.- Chapter38. What Salespeople Don’t Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract.- Chapter39. Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract.- Chapter40. The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract.- Chapter41. The Influence of Men’s Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract.- Chapter42. Big Data Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract.- Chapter43. Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract.- Chapter44.  Help Me, Help You: The Consumer’s Perceptions of “Green” Credit Cards: An Abstract.- Chapter45. “Buy Me, I’m Green”: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract.- Chapter46. Modern Marketing-Research Techniques and Policymaking in Wyoming’s State Budgeting: An Abstract.- Chapter47. The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumption: An Abstract.- Chapter48. Individual Differences in Reactions to Aggression in Advertising, Knowledge Structures’ Perspective: An Abstract.- Chapter49. Nutrition Labelling on Menus: Who Notices and Uses this Information?.- Chapter50. Investigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract.- Chapter51. Enhancing the Customer Experience: Understanding UK Consumers’ M-Shopping Adoption Intention.- Chapter52. Sharing in Real and Virtual Spaces: A Motivational and Temporal Screen-Sharing Approach.- Chapter53. Exploring the Impact of Self-Service Technologies on Retail Shoppers: An Abstract.- Chapter54. Special Session: May the Odds be Ever in Your Favor: An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market.- Chapter55. Virtual Car Information in Real Spaces Right in Your Face: Assessing the System Acceptance of Head-Up Display: An Abstract.- Chapter56. Monsters in Our World: Rethinking Narrative Transportation in Pokémon Go’s Mixed Reality: An Abstract.- Chapter57. An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products.- Chapter58. The Impact of Existential Anxiety on Attitude toward Product Innovation: An Abstract.- Chapter59. Marketing Secrets: A Conceptual Model and Quasi-Experimental Study: An Abstract.- Chapter60. Digitally Engaged Services: A Multi-Level Perspective on Technology Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract.- Chapter61. How to Design an Online Digital Marketing Course that Helps Improve Student Participation.- Chapter62. Integrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract.- Chapter63. Mood and Luxury Perception: A Tale of Two Genders: An Abstract.- Chapter64. Support for a Motivation-Based Typology of Unsolicited Customer Feedback).- Chapter65. Causes and Control of Vagueness in Construct Definition and Item Construction: An Abstract.- Chapter66. Using the Evaluative Space Grid to Better Capture Manifest Ambivalence in Customer Satisfaction Surveys: An Abstract.- Chapter67. The Impact of Product Shadows in Ad Frames on Product Volume Perceptions and Consumer Willingness to Pay: An Abstract.- Chapter68. How Visual Sensory Cues Influence Reactions on Social Media: An Abstract.- Chapter69. Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers' Perception of Utilitarian Food Products: An Abstract.- Chapter70.  Mobile Marketing: A Consumer Behaviour Perspective: An Abstract.- Chapter71. Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract.- Chapter72. The Effects of Visual Context on Construal Level in Online Shopping: An Abstract.- Chapter73. Portuguese and French Validation of Need for Drama (NFD) Scale in Consumer Behavior: An Abstract.- Chapter74. Changed to: The Online Shopping Experience (OSE): Expanding an Existing Framework: An Abstract.- Chapter75. Physical Shopping Value in a Digitalized Setting: An Abstract.- Chapter76. A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract.- Chapter77. Effects of Video Manipulation on Believability and Consumer Attitudes in Direct-To-Consumer Pharmaceutical Advertising: An Abstract.- Chapter78. Magazine Advertising: High on Drugs: An Abstract.- Chapter79. An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model.- Chapter80. Place Brand Communities: From Terminal to Instrumental Values - An Abstract.- Chapter81. What Kind of Product Do I Expect From This Brand? The Imagery Effects of Brand Logo Symmetry on Product Design: An Abstract.- Chapter82. Discovering Surrogate Branding Via Online Image Development, a Case from India: An Abstract.- Chapter83. Social Customer Relationship Management and Company Intervention: A Strategy to Build Trust: An Abstract.- Chapter84. What Drives Green Product’s Consumption in Vietnam? A Moderating and Mediating Effects Analysis: An Abstract.- Chapter85. Fast Moving Consumer Goods (FMCGs) and Emerging Markets: Consumer Convergence, MNCs, and Globalization: An Abstract.- Chapter86. Exploring the Structure of Chinese Consumers’ Attitudes toward Genetically Modified Foods: An Abstract.- Chapter87. The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children.- Chapter88. Packaging Texture and Shape as Enhancers for Brand Positioning: The Moderating Role of Need for Touch (NFT): An Abstract.- Chapter89. The Mediating Role of the Affect and Cognition in the Influence of Celebrities on Brand Relationship Management: An Abstract.- Chapter90. “Since When”? Brand Heritage’s Signaling Effects: An Abstract.- Chapter91. A Look into the (not so) Bright Side of Life: An Exploration of the Negative Service Encounter and its Effect on the Next Customer: An Abstract.- Chapter92. An Abstract: Comparative Attributions in an Industry-Wide Service Failure.- Chapter93. Transforming Consumer Well-Being through Service Ecosystems: The Case of Disruptive Events: An Abstract.- Chapter94. Say No to Your Consumer, He Will Like It (Or at Least the Taste of It)! An Abstract.- Chapter95. Thermal Spas Internet Marketing: An Analysis of Portuguese Thermal Spas’ Websites.- Chapter96. Just a Mental Problem - Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets: An Abstract.- Chapter97. The Contingency Factors on the Relationship between New Product Preannouncements and Firm Value: An Abstract.- Chapter98. Salespeople’s Linchpin Role: Salesperson Relational Incongruity and Its Impact on Sales Performance and Customer Ownership: An Abstract.- Chapter99. An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status: An Abstract.- Chapter100. Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract.- Chapter101.  A Meta-Analysis of Deceptive Advertising: An Abstract.- Chapter102. Internet of Things (IoTs) and Marketing: Conceptual Issues, Applications, and a Survey: An Abstract.- Chapter103. Elementary, My Dear Watson: The Use of Artificial Intelligence in Marketing Research: An Abstract.- Chapter104. A Platform Approach in Servitization: How Platform Openness can be Used to Control Solution Networks: An Abstract.- Chapter105. Enhancing Customer Experience in the Sharing Economy: An Abstract.- Chapter106. Influence of Store Managers’ Climate of Concern for Employees on FLE Commitment, Customer Word of Mouth, and Store Traffic Growth: An Abstract.- Chapter107. How Shelf Space Allocation of Terroir Products Improve the Financial Performance of Grocery Stores?.- Chapter108. Female Consumers, Advertisements and Age-Based Differences: An Abstract.- Chapter109. ‘Pax Advertisinia’- A New Era of Unstereotyping of Women in Advertising: An Abstract.- Chapter110. Perceived Brand Luckiness: Scale Development and Validation: An Abstract.- Chapter111.  Consumer Evaluation of Brand Alliances under Distraction: An Abstract.- Chapter112. Life Stories and Marketing: Application on Child Socialization of Socially Responsible Consumption: An Abstract.- Chapter113. How Augmented Reality Affects Advertising Effectiveness: An Abstract.- Chapter114. Consumer Overconsumption: A Conceptual Model of its Antededents and Consequences: An Abstract.- Chapter115. The Use of Rhetoric and Emotional Appeals in Fitness Ads: An Abstract.- Chapter116. Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding.- Chapter117. Exploring the Link and Relevance of Playfulness to Identity: An Abstract.- Chapter118. O Creativity, Where Art Thou? The Impact of Fear on Creativity Perception: An Abstract.- Chapter119. Unpacking the Account Executive Performance, its Antecedents, and Relational Outcomes: An Abstract.- Chapter120. Abstract Thinking and Salesperson Entrepreneurial Orientation: An Abstract.- Chapter121. Learning from External Network and A Firm’s New Product Innovation: An Abstract.- Chapter122. The Impact of Absorptive Capacity onto Customer Participation in New Product Development: An Abstract.- Chapter123. Validating Satisfaction as a Mediator between Quality Constructs in Ongoing Supplier Relationships: An Abstract.- Chapter124. Guanxi and Organizational Performance: A Cost-Benefit Perspective: An Abstract.- Chapter125. Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: A Qualitative Exploratory Study.- Chapter126. Internet Addiction and Its Impact on Consumer’s Buying Behavior: A Conceptual Framework: An Abstract.- Chapter127. Conspicuousness of Consumption Determines When Brands Benefit Most From Offering Ethical Attributes: An Abstract.- Chapter128. A Physiological Exploration of Visual Social Media Marketing: An Abstract.- Chapter129. The Linguistics of Brand Interactivity: Communicating Brand Personality, Sentiment, and Emotionality on Facebook: An Abstract.- Chapter130. Understanding the Influence of Consumer Embeddedness in Online Communities: An Abstract.- Chapter131. Wine Qualities and Consumer Satisfaction: An Abstract.- Chapter132. First Thoughts on the Impact of Anthropomorphism on Showrooming Behavior: An Abstract.- Chapter133. Limiting Negative Effects of Interruptions in Commercial Interaction by Salespeople Explanations: An Abstract.- Chapter134. The Role of Negative Online Reviews as Informants and Recommenders: An Abstract.- Chapter135. I Can See You... But Should I Trust You? Moderating Effect of Product Review Modality on Valence: An Abstract.- Chapter136. Frontline Frustration: The Experience of Point-of-Sale Cause Marketing from the Cashier and Customer Perspectives: An Abstract.- Chapter137. An Abstract: The Value of Sustainability: A Three Dimensional Approach for Assessing Explicit and Implicit Effects of Brand Sustainability.- Chapter138. Ethical Labeling – How Retailers Can Increase Their Brand And Store Image by Selling Ethical Labeled Private Label Products: An Abstract.- Chapter139. Managing Stereotypes in the Classroom: What Stereotypes Exist and How Do We Respond? An Abstract.- Chapter140. Using Marketing History in the Modern Classroom: An Abstract.- Chapter141. Emergence of Generative Learning Based Market Orientation from Micro-Macro Level Interactions.- Chapter142. Composition and Compensation: Effect on the Value of New Product Introductions: An Abstract.- Chapter143. Cause Placement: Initial Empirical Findings: An Abstract.- Chapter144. Special Session: Better Food, Better Life, Applying Marketing to Achieve Social Change: An Abstract.- Chapter145. An Abstract: Healthy Food Promotion with an App?.- Chapter146. An Abstract: Understanding Food Routines: Focus on Interactions Between Food Waste and Healthy Eating with Practice Theories.- Chapter147. An Abstract: Do We Need to Emply a Full Mix? 4P versus 1P.- Chapter148. An Abstract: Transitioning Understanding to Behavioral Change.- Chapter149. Best Practices for Inside Sales Professionals: An Historical Analysis.- Chapter150. Exploring the Role of Technology in Promoting CRM Capabilities in Direct-Selling Marketing Channels: An Abstract.- Chapter151. Examining Consumers’ Reactions and Firms’ Responses to Price Mistakes: An Abstract.- Chapter152. You Deserved That: The Roles of Purchase Effort and Loyalty in Explaining Price Inequality Outcomes.- Chapter153. You Get What You Pay For – Physical Placebo Effects of Price Discounts: An Abstract.- Chapter154. Differentiating Customer Engagement and Customer Participation in Services Marketing: An Abstract.- Chapter155. Family Vacation Travel - An Application of the Theory of Reasoned Action: An Abstract.- Chapter156. "Intercultural Accommodation and Service Quality Perceptions: What Accommodating Factors Really Matter to Ethnic Minority Consumers: An Abstract.- "Chapter157.  R&D Information Disclosure in the Service-Providing Sector: An Abstract.- Chapter158. The Efficacy of Crowdsourcing for Early-Stage New Product Development: An Abstract.- Chapter159. Manipulating Context Dependence Changes Susceptibility to the Social Eating Environment: An Abstract.- Chapter160. If it Smells Like Sweat is that Still a Sensory Experience? Sensory Marketing and the CrossFit Phenomenon: An Abstract.- Chapter161. A Glass Wide Open: How Glass Shape Influences Extraversion and Happiness: An Abstract.- Chapter162. Measuring Attitudes towards Customer Surveillance: An Abstract.- Chapter163. An Abstract: Immersive Virtual Environments: A Whole New World.- Chapter164. Understanding Consumer-Generated Content about Luxury Brands Using Big Data: An Abstract.- Chapter165. An Abstract: Consumer’s Acceptance of Food Innovations - Effects on Product Perception and Consumer Behavior.- Chapter166. Front-Line Service Roles Engagement and Subjective Well-Being of Socially-Disadvantaged Employees: An Abstract.- Chapter167. Humor and International Ads: The Impact of Culture and Emotions on Advertising Effectiveness in France, USA, and China: An Abstract.- Chapter168. Managing Stakeholder Interests in A Non-Profit Setting: Who Matters Most?: An Abstract.- Chapter169. Can Green Consumer Expectations Match Heirloom Seed Farmers’ Values?.- Chapter170. Positioning and Planning of Sustainability Initiatives: An Abstract.- Chapter171. The Role of Label-Flavor Color Congruence on Consumer Judgements of Appropriateness and Visual Appeal: An Abstract.- Chapter172. Tales of Food Labelling: Experimental Studies on the Effects of Advertisings and Warnings on Food Labels in Brazilian Context: An Abstract.- Chapter173. An Abstract: Feel the Grip and Smell the Freedom: Assessing the Impact of Sensory Packaging on Implicit and Explicit Brand Knowledge.- Chapter174. User-to-Brand Social Media Behavior Directed at Brands and its Impact on Electronic Word-of-Mouth and Purchase Intentions: An Abstract.- Chapter175. How Can the Ratings be so Different? Reasoning to Identify Factors Explaining Airbnb’s Satisfaction Rating Advantage over Hotels: An Abstract.- Chapter176. Customer-To-Customer Interactional Justice: A New Challenge For Service Recovery Via Social Media.- Chapter177. Negative eWOM in Social Media and Stock Evolution: An Abstract.- Chapter178. The Role of Audience Comments in YouTube Vlogs: An Abstract.- Chapter179. Small Wineries’ Entrepreneurial Marketing Practices and Social Media Use: An Abstract.- Chapter180. Is Your Sales Manager Attractive? Examining the Impact of Attractiveness on Credibility: An Abstract.- Chapter181. Sales Managers’ Ethical Leadership and Salesperson Outcomes: The Role of Emulation Intentions: An Abstract.- Chapter182. Person-Supervisor Fit in Sales: An Application of Self Determination Theory: An Abstract.- Chapter183. One for Me, One for You: Exploring Consumers’ Motivations to Share Referral Coupons: An Abstract.- Chapter184. Consumer Perceived Probability of Food Waste and Attitudes towards Sales Promotions: An Abstract.- Chapter185. Mobile In-Store Advertising: Exploring the Effects of Location-Based Mobile Promotions on Shopping Behavior: An Abstract.- Chapter186. How to Simplify Consumers’ Product Choice: An Exploration of Different Information Sources at the Point of Sale: An Abstract.- Chapter187. Are Those Immersive Online Ads Really Effective? Consumers’ Responses to 360 degree Video Ads in Different Media Platforms: An Abstract.- Chapter188. Developing a Typology of Native Advertising: An Abstract.- Chapter189. Towards an Analytical Framework to Understand Consumer Disengagement with Digital Advertising: An Abstract.- Chapter190. Unpacking Effects in Consumer Judgments: An Abstract.- Chapter191. Induction of Construal-Level Mindset via Experience of Surprise: An Abstract.- Chapter192. Exploring the Role of Attitudinal vs. Situational Ambivalence in Consumer Choice: An Abstract.- Chapter193. A Review of the Cognitive and Affective Country-of-Origin’s Effects and their Influence on an Organisational Attribution of Blame Post a Crisis Event: An Abstract.- Chapter194. The Impact of Power Distance Belief and Psychological Distance on Decision-Making: An Abstract.- Chapter195. Conceptualising Beauty in Consumer Research: A Framework and Research Agenda: An Abstract.- Chapter196. Innovation in Retail Business Models: How Adding Bricks to Clicks Affects Shoppers’ Purchase Intention: An Abstract.- Chapter197. Anonymity, Anxiety, and Abandonment: How Product Packaging and Location Impact the Shopper: An Abstract.- Chapter198. Internet Killed the Radio Star? An Abstract.- Chapter199. Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces – The Case of Sports Sponsorship Exposure in Video Games: An Abstract.- Chapter200. Spatial Effect of Country-Level Factors on Export Competitiveness from Emerging Market: An Empirical Study of Spatial Effect in Export Trade of Agricultural Business from Emerging Markets: An Abstract.- Chapter201. E-Commerce Corporations (ECCs) Internationalization: A Case Exploration: An Abstract.- Chapter202. International Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract.- Chapter203. Investigating Relationship Dependence in International B2B Channel Relationships: An Abstract.- Chapter204. Storytelling in Business-to-Business Advertising: An Abstract.- Chapter205. Effects of B2B Customers' Perceived Benefits on Willingness to Disclose Information in an Online Exchange: An Abstract.- Chapter206. Examining Sales and Purchase Approaches in Complex Business Relationships: An Abstract.- Chapter207. Making Money with Paid Content: Empirical Investigations on Consumers’ Reactions to Free-to-Fee Switches and Preview Characteristics: An Abstract.- Chapter208. Marketing Ploy or Strategic Initiative: An Investigation of Deceptive Advertising: An Abstract.