Great Lakes Institute of Management, Chennai (India)

North American Society For Marketing Education In India

Third Great Lakes-NASMEI Marketing Conference, December 18-19, 2009

CALL FOR EXTENDED ABSTRACTS

Conference Co-Chairs:

S. Bharadhwaj, Associate Professor, Great Lakes Institute of Management
V. "Seenu" Srinivasan, Adams Distinguished Professor of Management, Graduate
School of Business, Stanford University
M. J. Xavier, K. B. Chandrasekar Professor of Marketing, & Director, Kotler-
Srinivasan Center for Research in Marketing, Great Lakes Institute of Management

Greetings from the Great Lakes Institute of Management!

The Kotler-Srinivasan Center for Research in Marketing at the Great Lakes Institute of Management and NASMEI (North American Society for Marketing Education in India) are delighted to announce that the Third Great Lakes-NASMEI Marketing Conference will be held on December 18-19, 2009 (Friday-Saturday) at the brand new campus of the Great Lakes Institute of Management, Manamai. This is approximately 55 kms. from Chennai, and 9 kms. from the historic city of Mahabalipuram.

We invite research presentations in all areas of marketing.

Submission Details

We invite submission of extended abstracts latest by July 15, 2009. The abstract in Word, single-spaced, one-inch margin on all sides, Times New Roman 12 point font, should not exceed two pages. Please e-mail your extended abstracts to Professor S. Bharadhwaj at bwaj@greatlakes.edu.in.

Acceptance of the extended abstracts will be notified by August 15, 2009.

Points of Note regarding the Conference

The Great Lakes-NASMEI Conference is among the finest International conferences in the Marketing area in India. During the past two years we have had presentations by professors and doctoral students from U.S.A., India, Australia, New Zealand, Singapore, and Hong Kong; approximately half from U.S.A. and other countries and half from India.
Starting this year we are pleased to announce a special session for Doctoral Students. They can present their proposed research and we will ensure participation by professors to comment on the research.
The conference will be held at the new campus of the Great Lakes Institute of Management, Manamai, just 9 kms. from the Seventh Century A.D. sea shore temples of Mahabalipuram, 55 kms. from Chennai). Delegates can enjoy the beaches and sights of Mahabalipuram in the evenings or stay longer to do so. The city of Pondicherry with the world famous Aurobindo Ashram is only 75 kms. away from Manamai.
We will organize accommodation for delegates in Mahabalipuram. For those who wish to commute from Chennai, we will provide pick-up and drop-off from a centralized location in Chennai. The trip will take approximately one hour each way.
The conference will be held on December 18-19 (Friday-Saturday).
The conference is by pre-registration only. See below for fees.

RegistrationFees:

Type of Registration	Fee
Indian participants	INR 3,000
Foreign participants	US $150
Indian Students	INR 1,800
Foreign Students	US $90

Note: Fee includes breakfast and lunch on both days. It does NOT include dinner or accommodation.

Important Dates to Remember:

July 15, 2009: Last Date for Submission of Extended Abstracts.
August 15, 2009: Intimation of Acceptance of Extended Abstracts.
September 15, 2009: Payment of Registration fees.
December 18-19, 2009: Conference Dates.

See you in picturesque Manamai! For queries, contact Professor S. Bharadhwaj at bwaj@greatlakes.edu.in.

North American Society For Marketing Education In India

Third Great Lakes-NASMEI Marketing Conference, December 18-19, 2009
Conference Co-Chairs:
S. Bharadhwaj, Associate Professor, Great Lakes Institute of Management
V. "Seenu" Srinivasan, Adams Distinguished Professor of Management, Graduate School of Business, Stanford University
M. J. Xavier, K. B. Chandrasekar Professor of Marketing, & Director, Kotler-Srinivasan Center for Research in Marketing, Great Lakes Institute of Management

The Kotler Srinivasan Center for Research in Marketing proudly presented the 3rd Great Lakes NASMEI (North American Society for Marketing Education in India) at the new campus of the Great Lakes Institute of Management on Dec 18 and 19 of 2009. This year, we received an overwhelming response; we received more than 100 entries. Finally around 70 researchers got present their work. These researchers were from all over the world - the US, Europe, Singapore, Australia, New Zealand and of course, India. Researchers from leading universities from throughout the world and India were in attendance this year. This makes it the finest Marketing conference in perhaps the whole of Asia, leave alone India.

The Conference was inaugurated by Prof. Bala Balachandran, Founder and Dean, Great Lakes Institute of Management and J L Kellogg Distinguished Professor Emeritus of Accounting and Information systems, Northwestern University, Illinois, USA. Prof Bala delivered the welcome address. Prof Venky Shankar, Coleman Professsor of Marketing, Mays Business School, Texas A&M University, USA delivered the keynote address. Prof Venky Shankar spoke about the exciting research opportunities in the Indian marketing scenario.

Papers presented were in all areas of Marketing - advertising, consumer behaviour, pricing, customer relationship management (CRM), retailing, B2B marketing, research methods, services marketing and others. This also makes our conference one of the most eclectic ones in the world. A special feature of this year's conference was special sessions for PhD students. They received valuable feedback from stalwarts of the field who were in attendance.

We thank delegates for the overwhelming response. We also thank the MARG group for agreeing to co-sponsor the conference.

For further details, please contact Professor S. Bharadhwaj at bwaj@greatlakes.edu.in.

North American Society For Marketing Education In India

The Kotler-Srinivasan Center for Marketing Research and NASMEI (North American Society for Marketing Education in India) Proudly Present

The

3rd Great Lakes NASMEI Marketing Conference
Dec 18, 19, 2009 at

Great Lakes Institute of Management, Manamai Campus
(co-sponsored by the MARG group of companies, Chennai)

Program Details

Friday, Dec 18, 2009

Time	Event
9:05 AM	Lighting of Lamp, Invocation
9:10 AM	Welcome Address by Bala V. Balachandran, Dean, Great Lakes Institute of Management and J.L. Kellogg Distinguished Professor of Accounting and Information Management, Northwestern University, Evanston, IL. USA
9:20 AM	Keynote Address by Venkatesh Shankar, Marketing PhD Program Director and Coleman Chair Professor in Marketing, Mays Business School, Texas A&M University, USA
9:50 AM	Conference Related Announcements – S. Bharadhwaj/MJ Xavier, Great Lakes Institute of Management
10:00 AM	Presentations Begin
11:30-11:45 AM	Tea/Coffee Break
11:45 AM	Presentations resume
1:15-2:00 PM	Lunch
2:00 PM	Presentations resume
3:30 – 3:45 PM	Tea/Coffee Break
3:45 PM	Presentations resume
5:15 PM	High Tea

Saturday, Dec 19, 2009

Time

Event

8:45 AM Breakfast

9:15 AM Presentations start

10:45-11:00 AM Tea/Coffee Break

11:00-12:30 PM Presentations resume

12:30-1:30 PM Lunch

1:30-3:30PM Presentations resume

3:30-3:45 PM Tea/Coffee Break

3:45-5:15 PM Presentations resume

5:30 PM Closing Remarks and Conference Roundup, Seenu V. Srinivasan, Adams Distinguished Professor of Management Director of the Strategic Marketing Management Executive Program, Stanford University

5:45 PM Distribution of Certificates for Delegates

6:00 PM Event ends with National Anthem

FRIDAY, Dec 18, 2009

Track A
Hall 3: 10:00 AM Track B
Hall 4: 10:00 AM Track C
Hall 1: 10:00 AM

TITLE: Customer Relationship Management

The Effect of Modes of Acquisition and Retention Strategies on Customer Profitability

Erin M. Steffes, Towson University

B.P.S. Murthi, Ram C. Rao, Andrei Strijnev

Influence of Customer Relationship Management Practices and Sales Effectiveness

Joshy Joseph, Indian Institute of Management, Lucknow India.

Jose Varghese, Rajagiri School of Management, Kochi, India.

Manoj Edward, Cochin University of Science and Technology, Kochi,

Role of Reciprocity in Relationship Marketing: A socio psychological perspective Sriram Dorai, XLRI, Jamshedpur
TITLE: Pricing

Unmindful processing: the role of ‘Placebic’ information on Perception of Price Unfairness

Jayaram K Iyer, LIBA, Chennai.

Reeves Wesley, Karunya School Of Management, Coimbatore

Price Expectations and Purchase Decisions: Evidence from an Online Store Experiment

Sudipt Roy, Indian School of Business, Hyderabad,

Tat Chan, Washington University, St Louis,

Amar Cheema, University of Virginia

The Pricing Dilemma- What to do with prices during a Recession

Swarup Kumar Dutta, IBS Ahmedabad TITLE: Branding

Structure of Customer Based Brand Equity – Conceptualization, Scale Development and Measurement

Ajit Arun Parulekar, Dilip Sarwate, Goa Institute of Management, Goa

Importance of Brand equity on Corporate Image Creation

Amalesh Sharma, Axis bank, Mumbai; Saurav Bikash Borah, ITM Business School, Mumbai

A Review and a Conceptual Framework of Luxury Consumer Behavior

Ghosh Angshuman, Fellow Student in Marketing Area, XLRI, Jamshedpur & Varshney Sanjeev , Assistant Professor in Marketing Area, XLRI, Jamshedpur

Track A
Hall 3: 11.45 A.M Track B
Hall 4: 11.45 A.M. Track C
Hall 1: 11.45 A.M

TITLE: New Products

Identification of Blue Ocean Strategy in India- with reference to Concept of "Nano Housing"

Ms Roshny Unnikrishnan, ISBR Bangalore

Diffusion of Cell Phones and Home Computers:Micro and Macro Level Diffusion Parameters.

Vinay Kanetkar and Towhidul Islam, University of Guelph, ONT, Canada

Why do some firms innovate and others do not?
A literature review and a research agenda

Ram Kesavan, University of Detroit Mercy, Detroit, Michigan Oswald Mascarenhas,
Sabari P Raghavendran, Great Lakes Institute of Management, Chennai TITLE: Advertising

Multiple Celebrities In Advertising: Its impact on consumer attitudes and intentions.

Anil Gupta, University of Jammu
Deepak Raj Gupta, University of Jammu

Search-based advertising

Sridhar Moorthy, Avi Goldfarb and Yutec Sun Rotman School of Management, University of Toronto

Effectiveness of Single vs. Multiple Celebrity Endorsement in Advertising

Dr. Varsha Jain, Research Fellow, MICA Ahmedabad
Ms. Shriya Gupta, Student, ICFAI Hyderabad TITLE: Services

An Approach to Customer-Based, Cost-Effective Service Enhancement:
An Application to the Indian Railways Train Service between Chennai and Bangalore

V. “Seenu” Srinivasan, Stanford University, USA,
G. Shainesh, Indian Institute of Management, Bangalore
Anand K. Sharma, Bangalore

Banking Channel Psychographics of Retail banking customers of Karnataka (India) – An exploratory study

H.S.Srivatsa, T A Pai Management Institute, Manipal

Critical Service Encounter-Employee Behaviours and Service Setting Aspects Impacting Customer Satisfaction Or Dissatisfaction

Ajith Paninchukunnath, G D Goenka World Institute , Gurgaon

Track A
Hall 3 : 2:00 PM Track B
Hall 4: 2:00 PM Track C
Hall 1: 2:00 PM

TITLE: PhD Special Session

Customer-Oriented Selling: Effectiveness Framework and Research Propositions Rakesh Singh, XLRI, Jamshedpur

Returns to Search in Online Ordered and Unordered Environments:
The Effect of Personality and Situational Variables Satish SM, IIT Madras,

Bharadhwaj Sivakumaran, Great Lakes Institute of Management, Chennai
Corporate social responsibility as a promotional tool: A study on the stakeholder perception in healthcare sector
K.R.Satishkumar, KCT Business School,

K.Chitra, Sri Ramakrishna Engineering Colleg, Coimbatore

TITLE: PhD Special Session

The Game of Comparative Advertising: To Retaliate or Not?
Arti D Kalro
Mathew A Thomas
Satish S M
Rahul R Marathe,
(all) Department of Management Studies, IIT Madras

Goal Congruence in Utility Derived From Hedonic and Utilitarian Attributes of the Products
Subhash Jha,
Atanu Adhikari, ICFAI Business School,Hyderabad

Language Adaptation and Advertising Effectiveness:
A Study in a Multi-Cultural Advertising Context

P. Venkatesh, IIM, Ahmedabad
Arindam Banerjee, Indian Institute of Management, Ahmedabad TITLE: Marketing Communications

Innovative Communication Tactics Model for Reaching out to the Bottom of the Pyramid Customers in Rural India Anita Gupta, Symbiosis, Pune

Impact of Social Network Structure on Content Propagation: A Study using YouTube Data

Hema Yoganarasimhan University of California, Davis

Celebrity Effectiveness and Product Involvement
Varsha Jain, MICA, Ahmedabad
Rumela Bhattacharya, IBS, Hyderabad

Track A
Hall 3 : 3:45 PM Track B
Hall 4: 3:45 PM Track C
Hall 1: 3:45 PM

TITLE: PhD Special Session

Effectiveness of ‘Multi-Brand’ vs. ‘Market Leader’ Comparison Strategies for “New” and “Established” Brands using Comparative Ads: An Experimental Investigation
Arti Kalro, IIT Madras
Bharadhwaj Sivakumaran,
Great Lakes Institute of Management, Chennai
Rahul R. Marathe , Department of Management Studies, IIT Madras

The Use of Source Expertise and Argument Strength in the Evaluation of Familiar and Unfamiliar Brands
Boon C. Lim and Cindy M.Y. Chung Nanyang Business School, Nanyang Technological University, Singapore
Impact of Consumer Memory in Advertising: A Double Edged Sword

Prasad Naik, UC, Davis Ashwin Aravindakshan, University of California, Davis TITLE: B2B/Supply Chain

Sustainable Supply Chain Strategies

Gopalkrishnan Iyer, Florida Atlantic University
R. Krishnan, University of Miami, Florida
Anuj Mehrotra,University of Miami, Florida
Arun Sharma, University of Miami, Florida

Inter-organisational Compatibility Effect on Inter-organisational Integration and Supply Chain Performance

Rajesh Rajaguru, Solbridge International School of Business, South Korea
Margaret J Matanda, Monash University, Australia

Knowledge Sharing between Competing Suppliers

Hillbun (Dixon) Ho Department of Marketing, Monash University, Melbourne, Australia
Shankar Ganesan Office Depot Professor of Marketing, University of Arizona, Tucson TITLE: Branding

Expansion of an international brand’s youth wear brand portfolio

Malmarugan D, Sardar Patel Institute, Coimbatore
Abhishek Agarwal, Shree Balaji Synthetics

Role of Brand Awareness in Consumer Preference for FMCG Products Sanjay Patro, XLRI, Jamshedpur

Intergenerational Influences -A key source of brand equity
V.J. Sivakumar, Department of Management Studies, NIT Trichy

SATURDAY, DEC 19, 2009

Track A
Hall 3 : 9:15 AM Track B
Hall 4: 9:15 AM Track C
Hall 1 9:15 AM

TITLE: Consumer Behavior

The Effects of Attribute
Framing and Goal Framing

Sanjay Putrevu, University at
Albany, SUNY

Buying Behaviour of LCD
Televisions in an Emerging
Segment: An Empirical
Approach

Sathyapriya.P,
P. Asha, Alliance Business
School TITLE: Retailing

The Effect of Store Image
on Variety Seeking
Behaviour

Geetha.M, ITM Chennai
Bharadhwaj Sivakumaran,
Great Lakes Institute of
Management, Chennai

The Competitive Behaviour
of Small, Independent
Retailers in India in the
Face of the Organized
Retail Onslaught

K.Ramakrishnan, IIM,
Lucknow

Retailer Equity, Brand
Innovativeness and Brand
Equity Relationships:
Results of An Empirical
Study

Ravi Pappu, University of
Queensland, Australia
Pascale Quester, University
of Adelaide, Australia
Len Coote, University of
Queensland
TITLE: Research Methods

Incorporating Reference
Dependence
in Self-Explicated Conjoint
Analysis

Brennan Davis, Baylor
University, USA
Imran S. Currim, University
of California, Irvine, USA
Rakesh K. Sarin, University of
California, Los Angeles, USA

Does A Consumer's
Previous Purchase Predict
Other Consumers' Choices?
A Bayesian Probit
Model with Spatial
Correlation in Preference

Ohjin Kwon
S. Siddarth, University of
Southern California
Jorge Silva-Risso, UC
Riverside

Between-Group Differences
in Consumer Research:
The Impact of Number of
Indicators

Srinivas Durvasula,
Marquette University,
Milwaukee, Wisconsin
Subhash Sharma, Moore
School of Business,
University of South
Carolina, USA

Track A
Hall 3 : 11:00 AM Track B
Hall 4 : 11:00 AM Track C
Hall 1 : 11:00 AM

TITLE: Marketing Communications

Seamless Script: The
Impact of Transliterated
Expressions in Print
Advertisements

Joshy Joseph, Indian
Institute of Management,
Lucknow
Susan Mathew, Rajagiri
School of Management,
Kochi

Good Old Catalogs? Gender
and Cognitive Styles as
Determinants
of Preference for Print
Catalogs

Françoise Simon, University
of Haute-Alsace (France)
Jean-Claude Usunier,
University of Lausanne
(Switzerland)
Faculty of Business and
Economics (HEC),
Lausanne-Dorigny,
Switzerland

Source Credibility Effects
of Celebrity Endorsers
Subhadip Roy,
ICFAI Institute for
Management Teachers,
Hyderabad Customer loyalty
programme- An effective
weapon for building brand
equity

Arun Kumar Agariya,
Deepchandra Gupta,
Deepali Singh,
Dr.P.Acharya, ABV-IIITM,
Gwalior (M.P.), India

Balancing the cognitive and
affective advertisement
content to optimize
purchase intention

Atanu Adhikari,
Manpreet Singh Gill, ICFAI
Business School,
Hyderabad

Does Product Involvement
really moderate Perceived
Fit and Brand
Extension Evaluation
relationship: An
experimental Study in
Indian Context

Shashi Mishra, IIM,
Lucknow P. C. Purwar,
IIM, Lucknow

TITLE: Internet Marketing

Consumers’ Information
Privacy Concerns: A
Theoretical Model,
Empirical Analyses, and
Implications for Internet
Marketing in Collectivist
and Individualistic Societies

Naresh K. Malhotra
Nanyang Business School,
Nanyang Technological
University, Singapore

The mediating effect of trust
on the relationship between
relationship equity and
customer loyalty in B2B
context

B. Ramaseshan and Laine
Tan Hsin Hui
School of Marketing, Curtin
University of Technology,
Perth, Australia

Track A
Hall 3 : 1:30 PM Track B
Hall 4 : 1:30 PM Track C
Hall 1 : 1:30 PM

TITLE: New Products

A modern approach
to teaching Product
Development:
integrating Marketing
and Engineering

Aruna Shekar, School of
Institute of Engineering
& Technology Massey
University, Auckland,
New Zealand

Latent Price-Advertising
Relationship and Diffusion
Effects

Demetrios Vakratsas
Desautels Faculty of
Management
McGill University, Canada
Trichy Krishnan
NUS Business School
Singapore TITLE: Sales Management

Buyers’ National
Characteristics and
Salesperson’s Performance

Halimin Herjanto, Sanjaya
S. Gaur, AUT Business
School, Auckland
University of Technology
(AUT University),
New Zealand

Understanding the Effect
of Practical Intelligence
on Sales Performance:
When Does
Motivation Make Up
for and When Does it
Negate Ability?

Raul Ruiz, Itesm,
Monterrey, Mexico
Jaime Garcia, Itesm,
Monterrey, Mexico
Harish Sujan, Tulane
University, New Orleans, USA
Mita Sujan, Tulane University
, New Orleans, USA
Manish Kacker, McMaster
University, Hamilton, Canada

Using Failure Analysis
in Sales Training
Halimin Herjanto, Sanjaya S. Gaur,
AUT Business School,
Auckland University of Technology
(AUT University), New Zealand TITLE: PhD Special Session

A study of factors affecting
Green Purchasing Behavior
amongst young consumers
in India
Preetha Menon, IIT Madras

Processing of online word
of mouth (WOM)
information in the context
of third party movie
websites

Dheeraj.K.Pandey,
IIM Ahmedabad

Determinants of Self
Service Technologies (SSTs)
usage in Retail banking

Dr.N.Thamaraiselvan,NIT, Trichy
Dr.B.Senthil Arasu,NIT, Trichy
M.Sivagnanasundaram, NIT,Trichy

Track A : Hall 3 – 2:30 PM Track B : Hall 4 - 2:30 PM Track C: Hall 1 :2:30 PM

TITLE: B2B/Supply Chain

Outsourcing Issues: To
what extent do
Manufacturers’ Market-Driven
Capabilities affect
Satisfaction and Supplier
Performance?

Harash Sachdev,
Sam Fullerton
Eastern Michigan University

An Open Systems Framework
For The Contested Logics
Of Prescription Markets

Rama Jayanti,
Cleveland State University

Track 1
Hall 3 : 3:45 PM Track 2
Hall 4 : 3:45 PM Track C
Hall 1 : 3:45 PM

TITLE: Value, Loyalty,
Customer Relationship Management

Co-Creation of Value
as a Basis for Market
Segmentation

Nanda K. Viswanathan,
Delaware State University
Delaware State University

Customer Perceived Value
in Relationship Marketing:
A multi stage Behavioral
and Temporal Analysis

Sriram Dorai,
Sanjeev Varshney,
XLRI Jamshedpur TITLE: Advertising

His Voice Drowns Her
Out... Does Gender of Voice
Influence the Effectiveness
of TV Advertisements?

Joshy Joseph,
Indian Institute of Management,
Lucknow, India
Ann Anthraper,
Rajagiri School of Management,
Kochi

The Effect of Advertising
Clutter on Brand
Recollection

Rajneesh Krishna
Mudra Institute of
Communications Ahmedabad (MICA)
Ahmedabad
Ashwani Singh
Institute of Management Studies,
Bangalore

Portrayal of Women in
Indian Packaged Goods
Television Advertising – A Longitudinal
Analysis(or) The Curious
Case of the Missing Saree!

M G Parameswaran; E D & CEO Mumbai,
DraftFCB Ulka Advertising

TITLE: Internet Marketing

Building Brands
@Digital Age: Is Internet
An Effective Tool?
Ms. Anagha Shukre,
Assistant professor,
IMS,Ghaziabad

Vendor Characteristics,
Subjective Norms and
Online Trust: The moderating role
of customer characteristics

Boudhayan Ganguly
Sathyabhushan Dash
IIM, Lucknow

Your Name *
Email ID *
Tel.No *
City *
Name of the company *