Enlightened Marketing in Challenging Times

Instagram: Implications for Luxury Brands vs. Celebrity Influencers: An Abstract.- Chapter21. The Elephant in the Room: An Abstract.- Chapter22. Components of Customer Experience and their Impact on Co-created Value: An Abstract.- Chapter23. Can Someone Become Like Someone Else by Eating his or her Leftovers? Analyzing the Perceived Transmission of Personality Traits through Leftovers: An Abstract.- Chapter24. An Abstract: Sports Marketing Special Session: Youth Sport Participation and Youth Olympic Games.- Chapter25. An Abstract: Sports Marketing Special Session: Cricket in the North: The Impact of Sports Participation and Sponsorship on Immigrant Social Inclusion and Fostering Welcoming Communities.- Chapter26. An Abstract: Sports Marketing Special Session: Ice Hockey Consumers: Who Cares about Women Recreational Players?.- Chapter27. An Abstract: An Abstract: Sports Marketing Special Session: Enlightened Learning in Sport Marketing.- Chapter28. A Multiple-Item Dimensional Scale for Measuring Store Equity.- Chapter29. Brand Strength's Nomological Net and Dimensional Dynamics: An Abstract.- Chapter30. How Firms Achieve Technology Readiness for IoT Adoption? Views from Market Orientation and Adaptive Capability: An Abstract.- Chapter31. From the Stone Age to our Digital Age: A Theoretical Explication of the Historical Development of International Distribution: An Abstract.- Chapter32. An Abstract: Strategic Responses to Dynamic Changes: The Roles of Agility and Ambidexterity in International Marketing.- Chapter33. An Abstract: The Underlying Sources of OI-IO's Strategic Approaches and International Marketing: An Exploratory Qualitative Study.- Chapter34. The Interplay between Market, Innovativeness, Learning, and Entrepreneurial (MILE) Strategic Orientations and Export Performance: A Configurational Perspective Using fsQCA: An Abstract.- Chapter35. Startups and Country of Origin Positioning Strategy: An Abstract.- Chapter36. Special Session: Relationship Intelligence: Affordance of AI in Practice: An Abstract.- Chapter37. Special Session: Corporate Social Responsibility and AI: The Case of Fashion: An Abstract.- Chapter38. I'm not Thrilled about my Colonoscopy: Assessing Sentiment and Emotions from Social Media Posts: An Abstract.- Chapter39. Designed to Spread the Message? Generation Y's Perception of Using Social Media for Healthcare Marketing: An Abstract.- Chapter40. The Impact of Anti-Sugar Public Health Campaigns on Implicit Attitudes: An Abstract.- Chapter41. Moral Identity in Retail Markets: An Abstract.- Chapter42. Making the Unknown Known: Using I-poems in Qualitative Marketing Research: An Abstract .- Chapter43. Measurement and Implications of Experiential Retail: An Abstract.- Chapter44. Corporate Sustainability Crisis Management: A Conceptual Framework.- Chapter45. When Will Going Green Enhance Firm Performance?: An Abstract.- Chapter46. Corporate Sustainability Crisis Management: A Conceptual Framework.- Chapter47. When Will Going Green Enhance Firm Performance?: An Abstract.- Chapter48. Believe to Go the Extra Mile: Exploring the Influences of Internal CSR Initiatives on Service Employee Organizational Citizenship Behavior: An Abstract.- Chapter49. Message Framing in CSR Communication: An Abstract.- Chapter50. Self-deservingness and Satisfaction in Co-creative Customer-Brand Relationships: An Abstract.- Chapter51. A Research Framework for Analyzing Customer Journeys in the Digital Age: An Abstract.- Chapter52. Special Session: A Bibliometric Review on the Role of E-Commerce for Firms' International Growth: An Abstract.- Chapter53. Special Session: Sociodemographic Antecedents of Psychological Flow: Evidence from Outdoor Adventure Tourism: An Abstract.- Chapter54. Getting the Most from Omnichannel Management Strategy: An Abstract: Special Session: Best Articles from the Italian Marketing Association.- Chapter55. Special Session: Drivers of Female Luxury Consumption in the Gulf Region: An Abstract.- Chapter 56. An Abstract: Sports Marketing Special Session: Cricket in the North: The Impact of Sports Participation and Sponsorship on Immigrant Social Inclusion and Fostering Welcoming Communities.- Chapter57. Special Session: Investigating Pre-Loved Luxury Brand Consumption: An Abstract.- Chapter58. The Role of Employee Attachment in Creating Service Climate: A Low-Skilled Workers' Perspective: An Abstract.- Chapter59. The Role of Employee Attachment in Creating Service Climate: A Low-Skilled Workers' Perspective: An Abstract.- Chapter60. Code-Switching in Advertising to Ethnic Bilingual Minorities: The Case of Health Care Services.- Chapter61. Legitimacy of Negative Online Customer Engagement: An Abstract.- Chapter62. Brand Spillover within the Insurance Ecosystem: An Abstract.- Chapter63. Building Legitimacy for CSR in Banking through Marketing Communications: Enlightenment from Sub-Saharan Africa: An Abstract.- Chapter64. Decision Delegation and Trust: Insights from Financial Services: An Abstract.- Chapter65. Decoding User-Generated Images as a New Genre of eWOM: An Abstract.- Chapter66. Dealing with Ambiguity in Online Customer Reviews: The Topic-Sentiment Method for Automated Content Analysis.- Chapter67. Nation Brands in Expert Electronic Word-of-Mouth: An Abstract.- Chapter68. An Adaptation of the Source Credibility Model on Social Influencers: An Abstract.- Chapter69. An Adaptation of the Source Credibility Model on Social Influencers: An Abstract.- Chapter70. Does Positive E-WOM always Improve Firm's Performance? Evidences from Emerging Markets: An Abstract.- Chapter71. Determinants of the Marketing Budget Allocation Process across Countries Using Artificial Neural Network Classification: Japan, Germany, United States: An Abstract.- Chapter72. Improving Exporting through Innovating in the Developing Country Context: An Abstract.- Chapter73. Product Adaptation for Rural Markets: A Social Relations Approach: An Abstract.- Chapter74. Integration of Geddesian Town Planning Theoryinto Marketing: An Interdisciplinary Approach for Bottom of Pyramid Market: An Abstract.- Chapter75. Does Capability Increase Firm Performance at All Times? An Assessment of Firm Involvement Capability: An Abstract.- Chapter76. An Abstract: The Customers' Role in Service Recruitment and Retention in the Sharing Economy.- Chapter77. Customer Channel Adoption and Migration Behavior in an Extensive Channel Environment: An Abstract.- Chapter78. Brand and Market Orientations Linkage with Firm Performance: Towards a Hybridised Conceptual Framework: An Abstract.- Chapter79. Dynamic Pricing and Shopping Cart Abandonment in Online Retail: An Abstract.- Chapter80. An Extension of Consumers' Green Consumption Value to Financial Life: An Abstract.- Chapter81. The Ultimate Marketing Challenge: Understanding Environmentally Conscious Consumer Behaviour and the Role of Environmental Concern: An Abstract.- Chapter82. Review of Organic Produce Purchasing in Canada: An Abstract.- Chapter83. Differing Impacts of Price Pressure and Innovation Pressure: An Abstract.- Chapter84. Overcoming Territorial Tensions in Servitized Networks: An Abstract.- Chapter85. The Role of Luxury Consumption Motivations in Luxury Brand Communication: An Abstract.- Chapter86. Understanding the Marketing Anatomy of the Modern Menswear Fashion Brand: An Abstract.- Chapter87. The Influence of Customer Involvement in Data Analytics on Innovation: An Abstract.- Chapter88. The Effectiveness of Specific Go-to-Market Strategies for Digital Innovation Adoption: An Abstract.- Chapter89. Social Power and Entrepreneurial Action: An Abstract.- Chapter90. A Cross-National Investigation of Students' Views of International Marketing/Business Topics and their Preferred Learning Methods: An Abstract.- Chapter91. Two Birds, One Survey:  Experiential Learning by Students and Faculty Using a Marketing Research Module: An Abstract.- Chapter92. The Impact of Gamification on Learner Engagement, Enjoyment and Performance: An Abstract.- Chapter93. Exploring the Construction of Crib Sheets: An Abstract.- Chapter94. Special Session: Why Multicultural Marketing is No Longer Enough for the Rainbow Nation: Conceptualising the Role of Marketing in Intercultural Relations in Post-Colonial Contexts: An Abstract.- Chapter95. Special Session: Examining Implications of Marketing (mis)Representation on Wellbeing of Consumers with Disabilities: A Cross-Cultural Comparison: An Abstract.- Chapter97. Special Session: Examining the Effects of Multicultural Integrated Advertising Message Framing on Perceived Benefits of Multiculturalism: An Abstract.- Chapter98. The Highs and Lows of Consumer Expectations in Relation to Commercial Weight-Loss Programs: An Abstract.- Chapter99. Importance of Self-Control in Facilitating Healthy Food Purchasing Behaviour despite Cue Disruption: An Abstract.- Chapter100. Sustainable Food Consumption: The Influence of Governmental Assistance Programs on Low-Income Consumers' Decision-Making: An Abstract.- Chapter101. Sustainable Food Consumption: The Influence of Governmental Assistance Programs on Low-Income Consumers' Decision-Making: An Abstract.- Chapter102. When Social-Recognition Trumps Financial Incentives as Desired Currency: An Abstract.- Chapter103. Hate is Such a Strong Word... Or is it? An Abstract.- Chapter102. Hate is Such a Strong Word... Or is it? An Abstract.- Chapter103. Brand Hate and Non-Repurchase Intention: The Mediator Role of Word-of-Mouth: An Abstract.- Chapter104. Brand Hate and Non-Repurchase Intention: The Mediator Role of Word-of-Mouth: An Abstract.- Chapter105. Augmented Reality: What Motivates Late Millennials Towards Fashion Mobile Apps?.- Chapter106. Augmented Reality: What Motivates Late Millennials Towards Fashion Mobile Apps?.