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NASMEI Conference 2009

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 December 18 & 19, 2009. There were more than 100 entries for the conference this year. Finally around 70 researchers got an opportunity to present their work. These researchers were from all over the world - the US, Europe, Singapore, Australia, New Zealand and India.

The Conference was inaugurated by Prof. Bala V 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 an exclusive session for PhD students. They received valuable feedback from stalwarts of the field who were in attendance.

The event was co-sponsored by MARG Group of companies.


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 \96 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 TITLE: Pricing TITLE: Branding

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

Erin M. Steffes, Towson UniversityB.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

Unmindful processing: the role of \91Placebic\92 information on Perception of Price Unfairness

Jayaram K Iyer, LIBA, Chennai.

Reeves Wesley, Karunya School Of Management, CoimbatorePrice 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

Structure of Customer Based Brand Equity \96 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 TITLE: Advertising TITLE: Services

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

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

An Approach to Customer-Based, Cost-Effective Service Enhancement:

An Application to the Indian Railways Train Service between Chennai and BangaloreV. \93Seenu\94 Srinivasan, Stanford University, USA,G. Shainesh, Indian Institute of Management, BangaloreAnand K. Sharma, Bangalore

Banking Channel Psychographics of Retail banking customers of Karnataka (India) \96 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 TITLE: PhD Special Session TITLE: Marketing Communications

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

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

P. Venkatesh, IIM, AhmedabadArindam Banerjee, Indian Institute of Management, Ahmedabad

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, AhmedabadRumela 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 TITLE: B2B/Supply Chain TITLE: Branding

Effectiveness of \91Multi-Brand\92 vs. \91Market Leader\92 Comparison Strategies for \93New\94 and \93Established\94 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, SingaporeImpact of Consumer Memory in Advertising: A Double Edged Sword

Prasad Naik, UC, Davis Ashwin Aravindakshan, University of California, Davis

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

Expansion of an international brand\92s 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 TITLE: Retailing TITLE: Research Methods

The Effects of Attribute
Framing and Goal Framing

Sanjay Putrevu, University atAlbany, SUNY

Buying Behaviour of LCDTelevisions in an Emerging
Segment: An Empirical Approach

Sathyapriya.P,P. Asha, Alliance BusinessSchool

The Effect of Store Imageon Variety SeekingBehaviour

Geetha.M, ITM ChennaiBharadhwaj Sivakumaran,Great Lakes Institute ofManagement, Chennai

The Competitive Behaviourof Small, IndependentRetailers in India in theFace of the OrganizedRetail Onslaught

K.Ramakrishnan, IIM,Lucknow

Retailer Equity, BrandInnovativeness and Brand
Equity Relationships:Results of An EmpiricalStudy

Ravi Pappu, University ofQueensland, Australia
Pascale Quester, Universityof Adelaide, AustraliaLen Coote, University of Queensland

Incorporating ReferenceDependencein Self-Explicated Conjoint Analysis

Brennan Davis, BaylorUniversity, USAImran S. Currim, Universityof California, Irvine, USARakesh K. Sarin, University ofCalifornia, Los Angeles, USA

Does A Consumer'sPrevious Purchase Predict Other Consumers' Choices?A Bayesian ProbitModel with SpatialCorrelation in Preference

Ohjin KwonS. Siddarth, University ofSouthern CaliforniaJorge Silva-Risso, UCRiverside

Between-Group Differencesin Consumer Research:The Impact of Number of Indicators

Srinivas Durvasula,Marquette University,Milwaukee, Wisconsin Subhash Sharma, MooreSchool of Business,University of SouthCarolina, 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 Customer loyalty programme TITLE: Internet Marketing

Seamless Script: TheImpact of Transliterated
Expressions in Print Advertisements

Joshy Joseph, IndianInstitute of Management,Lucknow
Susan Mathew, RajagiriSchool of Management,Kochi

Good Old Catalogs? Genderand Cognitive Styles asDeterminantsof Preference for Print Catalogs

Fran\E7oise Simon, University of Haute-Alsace (France)
Jean-Claude Usunier,University of Lausanne (Switzerland)
Faculty of Business andEconomics (HEC),

Source Credibility Effectsof Celebrity EndorsersSubhadip Roy,ICFAI Institute forManagement Teachers,Hyderabad

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 andaffective advertisement content to optimize purchase intention

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

Does Product Involvementreally moderate Perceived
Fit and Brand
Extension Evaluationrelationship: Anexperimental Study inIndian Context

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

Consumers\92 Information Privacy Concerns: ATheoretical Model, Empirical Analyses, and Implications for Internet Marketing in Collectivistand Individualistic Societies

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

The mediating effect of truston the relationship betweenrelationship equity and customer loyalty in B2B context

B. Ramaseshan and LaineTan Hsin Hui School of Marketing, CurtinUniversity 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 TITLE: Sales Management TITLE: PhD Special Session

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, CanadaTrichy Krishnan NUS Business School Singapore

Buyers\92 National Characteristics and Salesperson\92s 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

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 moviewebsites

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 \96 2:30 PM
Track B
Hall 4 - 2:30 PM
Track C
Hall 1 :2:30 PM

TITLE: B2B/Supply Chain

Outsourcing Issues: Towhat extent do Manufacturers\92 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 Valueas a Basis for Market Segmentation

Nanda K. Viswanathan, Delaware State University Delaware State University

Customer Perceived Valuein Relationship Marketing: A multi stage Behavioraland 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 GoodsTelevision Advertising \96 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

Nasmei 2009 Photos