Highlights from the 2016 Summer AMA Awards Luncheon

Matt Weingarden, Curator
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Robert Palmatier and Kenneth Evans at Summer AMA
Key Takeaways

​The AMA is home to some of the disciplines leading journals and the following authors were honored at this years 2016 Summer AMA Awards Luncheon.

Each year the editors of the AMA's four journals present awards to authors of top papers in the discipline. At the 2016 Summer AMA Awards Luncheon in Atlanta, a new cohort of award winners were honored papers that explored such topics as relationship marketing, electronic word-of-mouth, paid search advertising, consumer ethnocentrism,and marketing as exchange. In the list below find the award winners, and click the links to learn more about the awards, papers, and authors.

Journal of Marketing Awards

​2016 Sheth Foundation/Journal of Marketing Awrad
Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans
Journal of Marketing: October 2006, Vol. 70, No. 4, pp. 136-153​

Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles and to help managers and researchers improve the effectiveness of their efforts, this research synthesizes RM empirical research in a meta-analytic framework. Many of the findings have significant implications for research and practice. The results suggest that RM is more effective when relationships are more critical to customers (e.g., service offerings, channel exchanges, business markets) and when relationships are built with an individual person rather than a selling firm.

2015 Shelby D. Hunt/Harold H. Maynard Award

Christian Homburg, Martin Schwemmle, and Christina Kuehnl
Journal of Marketing: May 2015, Vol. 79, No. 3, pp. 41-56

Marketing managers can use our product design scale to (1) disclose customers’ perceptions of the product design of their current and future products (e.g., testing prototypes during new product development); (2) evaluate the impact of the product design on customers’ purchase behavior in terms of willingness-to-pay, purchase intention, brand attitude, and word-of-mouth; (3) use this information on investment decisions on product design issues. While we do not know for sure, we believe that at least the market research institute employs our scale to test its clients’ product design.

Related Article also by Christian Homburg:
This study finds that, depending on sales reps' cultural imprint, various financial and nonfinancial steering instruments are differentially effective in motivating these reps for innovation selling.

2015 Marketing Science Insitute/H. Paul Root Award
A Meta-Analysis of Electronic Word-of-Mouth Elasticity
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi
Journal of Marketing: March 2015, Vol. 79, No. 2, pp. 19-39

Given the ubiquity of Social Media in today’s marketing environment, the findings in this paper are of critical importance to managers. This research not only informs them of the aggregate effects that they can expect, but also delineates the product categories, industry conditions, social media platforms and message content that drives the impact of social media on sales.

Journal of Marketing Research Awards

2015 Paul E. Green Award
A Bounded Rationality Model of Information Search and Choice in Preference Measurement​
Liu (Cathy) Yang, Olivier Toubia, and Martijn G. De Jong
Journal of Marketing Research: April 2015, Vol. 52, No. 2, pp. 166-183

Eye tracking data has become increasingly available to market researchers. The authors were interested in exploring ways to leverage these data to better understand and quantify consumer preferences. Marketing managers may use these findings to extract more and better information from preference measurement surveys.This will enable them to measure preferences more accurately and/or to use shorter and more efficient questionnaires

2016 William F. O'Dell Award
From Generic to Branded: A Model of Spillover in Paid Search Advertising
Oliver J. Rutz and Randolph E. Bucklin 
Journal of Marketing Research: February 2011, Vol. 48, No. 1, pp. 87-102

In Internet paid search advertising, marketers pay for search engines to serve text advertisements in response to keyword searches that are generic (e.g., “hotels”) or branded (e.g., “Hilton Hotels”). The authors propose a dynamic linear model to capture the potential spillover from generic to branded paid search. The findings have implications for understanding search behavior on the Internet and the management of paid search advertising.​

Related News

Michel Wedel Awarded the 2016 Charles Coolidge Parlin Marketing Research Award​

Michel Wedel, the Pepsico Chaired Professor of Consumer Science at the Robert H. Smith School of Business at the University of Maryland, honored for contributions in the field of marketing research.

Journal of International Marketing Awards

2015 S. Tamer Cavusgil Award
Drivers of Local Relative to Global Brand Purchases: A Contingency Approach
Yuliya Strizhakova and Robin A. Coulter
Journal of International Marketing: March 2015, Vol. 23, No. 1, pp. 1-2

There is an implied belief that local brands are purchased only because of lower prices or because of some patriotic appeal. Hopefully, marketing managers can understand from this research that the identity connection and identity meanings that local brands project are the strongest predictor of local relative to global brand purchases. These identity meanings are not the same as “national” identity meanings and can encompass much more than nationalism. Local brand managers should strive to develop a range of identity connections and meanings beyond “buy local” appeals.

2016 Hans B. Thorelli Award
Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes
Mark Cleveland, Michel Laroche, and Nicolas Papadopoulos
Journal of International Marketing: March 2009, Vol. 17, No. 1, pp. 116-146

Although there is a consensus that industries are globalizing, the notion that consumer attitudes and behaviors worldwide are likewise homogenizing remains disputed. The authors cross-culturally compare demographic antecedents with these dispositions, as well as behavioral outcomes.​ In defining the target market and designing the marketing strategy (in particular, communication appeals), the key for international marketers is to recognize (1) the circumstances that increase the salience of traditional cultural affiliation and attendant CET dispositions (e.g., foods, other culturally laden products), (2) the contexts favoring the emergence of COS dispositions (e.g., products appealing to human universals, products that connote membership in transnational communities), and (3) when and where consumption is driven by MAT (e.g., socially visible products).

Journal of Public Policy & Marketing Awards

2016 Thomas C. Kinnear Award
Broadening the Paradigm of Marketing as Exchange: A Public Policy and Marketing Perspective
Ronald Paul Hill and Kelly D. Martin
Journal of Public Policy & Marketing: Spring 2014, Vol. 33, No. 1, pp. 17-33

Marketing managers must recognize both the benefits and costs of big data and resulting targeting practices. If we know that women between the ages of 25 and 45, who are also African American and single mothers, tend to buy our products, does that tell us anything about the impact on their lives? For example, if such women regularly buy fast foods for their families, is this a consequence of satisfaction or lack of options? Some managers might not care, but long term relationships that serve the purposes of both parties must explore consumers’ larger desires, aspirations, and consequences of their choices. Big data is a start … getting to truly understand the underlying rationales is a necessity.​

Related Article also by Ron Hill:
Professor Ronald Hill discusses the problems of poverty, homelessness, and lack of access to resources through the lens of the marketer. "Getting the right products to the right people at the right time is our claim to fame. Now we can do it for society and the marketplace!"​​

Author Bio:

Matt Weingarden, Curator
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