Art or asset? How creator orientation and consumer motivations jointly shape value perceptions in NFT retailing (A2026-132942)
Jan-Hinrich Meyer, Universitat Ramon Llull, IQS School of Management/INSTITUT QUÍMIC DE SARRIÀ - CETS Fundació Privada; Felix Friederich, Ramon Llull University, IQS School of Management; Maximilian Gerrath, University of Leeds

Attributing Mind, Assigning Blame: Human versus AI Agents in Corporate (Ir)Responsibility (A2026-134254)
Eileen van Dongen, University of Innsbruck; Philipp Jaufenthaler, University of Innsbruck

The Green Gender Effect: The Impact of Feminine Gender Attributes on Pro-Environmental Consumer Perceptions (A2026-133326)
Bianca Weber, Seeburg Castle University; MAGDALENA BEKK, Seeburg Castle University; Matthias Spörrle, Seeburg Castle University

"More Than a Thank You! The Effects of Recognition Strategies on Blood Donation" (A2026-132795)
SARA CAMPOS, Universidad de Zaragoza; F. JAVIER SESE, University of Zaragoza ESQ5018001G

A Disclosure-Based Approach for Measuring Economic Exposure to Non-Events with Evidence from Apple’s App Tracking Transparency (A2026-134287)
Agnish Ghatak, Goethe University Frankfurt; BERND SKIERA, Goethe University Frankfurt, Germany

A Dog Story: How Underdog Brand Narratives Shape Morality Perceptions (A2026-132144)
Yenee Kim, Edhec Business School; Joelle Vanhamme, EDHEC Business School

A dual-content model of UGC and DGC effects on destination image and eWOM intention in lesser-explored tourism destinations (A2026-133923)
Carmen Hervás Cortina, Department of Commercialization and Market Research, Universitat de València, Valencia, Spain; Mariia Bordian, Universitat de València, Research Institute on Social Welfare Policy (POLIBIENESTAR), Department of Marketing; Eugenia RUIZ, University of Valencia; Irene Gil-Saura, Universidad de Valencia

A longitudinal investigation of the impact of disconfirmation on customer loyalty in subscription based-services (A2026-132883)
Ismael Becerril-Castrillejo, Universidad de Burgos/Universidad de Salamanca; Marta Nieto-García, Universidad de Salamanca/University of Portsmouth; Pablo Antonio Muñoz-Gallego, Universidad de Salamanca

A longitudinal study of visitor memories evolution (A2026-132817)
Diana ARCILA-PERDOMO, KEDGE Business School/Universite de Bordeaux

A Meta-Analysis of Weather on Consumption (A2026-133102)
Guanxu Zhuang, University of Technology Sydney; Natalina Zlatevska, university of technology sydney; Kaye Chan, UTS Business School; Leif Hem, NHH Norwegian School of Economics; Nina Marianne Iversen, BI Norwegian Business School

A Postcolonial View of Boycott Behaviour: A Narrative Analysis of Boycotters From MENA (A2026-132249)
Yousra Rebbani, Corvinus University of Budapest

A Review on Self-Discrepancy Theory and its Application on Consumer Behavioral Studies (A2026-132074)
Joana Andrade, ISEG, Instituto Superior de Economia e Gestão

A Sense of Touch Can Boost Social Robots’ Persuasiveness: Social Robots as a Promotional Tool (A2026-133675)
Mark Yim, University of Massachusetts Lowell; Ja Kyung Seo, University of Alabama; Hye Jin Yoon, University of Georgia

A single-trait approach to Brand Personality: the example of brand innovativeness (A2026-133734)
Claire-Lise Ackermann, Audencia/LEGO (Laboratoire d'Economie Gestion de l'Ouest); Blandine Hetet, IDRAC

A smile can change everything! The role of humor and anthropomorphism in shaping consumer-AI interactions (A2026-133710)
Corina Pelau, Bucharest University of Economic Studies, Romania; Andreia Andrei, University Alexandru Ioan Cuza of Iasi; Maria Barbul, Bucharest University of Economic Studies, Romania

A Social Marketing Framework for Indigenous Innovation and Green Entrepreneurship in Post-Conflict Nigeria (A2026-132313)
Maryam Ibrahim, Kashim Ibrahim University

A WORKSHOP FOR UNDERSTANDING AND USING INSTRUMENT-FREE METHODS: WHEN THE GAUSSIAN COPULA WORKS, CRACKS, AND A NEW METHOD FOR TAKING UP THE PIECES (A2026-132739)
Florian Dost, Brandenburg University of Technology; Rouven Haschka, Rheinland-Pfälzische Technische Universität Kaiserslautern-Landau

Acceptability of a food innovation: the key role of consumer’s values fit (A2026-133525)
Timothée Jouffrais, Université Lumière Lyon 2/COACTIS; Stéphanie Verfay, Université Lumière Lyon 2/COACTIS; Dampérat Maud, Univ. Lyon 2, COACTIS

Additional Option or Additional Concern? Consumer Prosocial Reactions to the Introduction of Automation Technologies (A2026-134153)
Erik Kriukov, ESCP Business School; Rhonda Hadi, University of Oxford; MICHAEL HAENLEIN, ESCP Business School/University of Liverpool Management School

Addressing the Need for DMO Legitimisation through Behaviourally Disaggregated Tourism Impact Measurement: Evidence from the province of Bergamo (A2026-134233)
Roberta Valsecchi, University of Bergamo; Daniela Andreini, University of Bergamo

Adopting Generative AI: The Role of Generation Style in Ads for GenAI in Fostering Sense of Understanding (A2026-132754)
Chuang Wei, Central University of Finance and Economics

Ageism in Sustainable Product Choices for Others (A2026-133602)
Nandita Dhanda, University of Geneva; Ignazio Ziano, University of Geneva

Agility or Scalability? Digitalisation Pathways among Australian Service Exporters (A2026-132246)
Farid Ahmed, Western Sydney University

AI and Economics in Marketing (A2026-133548)
Nicolas Padilla, London Business School; Hortense Fong, Columbia Business School; Shrabastee Banerjee, Tilburg University; Marco Kotschedoff, KU Leuven

AI in Marketing Education: A Multistakeholder perspective (A2026-134046)
Anett Erdmann, Universidad Pontificia Comillas/Universidad Pontificia Comillas; Isabel Carrero, Universidad Pontificia Comillas; DIANA GAVILAN, Universidad Complutense de Madrid; Orzan Mihai, BUCHAREST UNIVERSITY OF ECONOMIC STUDIES; Carlos Alberto Pérez Rivero, ESIC University

AI-Assisted Writing and Sharing Decisions: The Role of Process-Level Eeriness (A2026-133663)
Chiara Di Fazio, Luiss University Guido Carli

AI-Free Signalling and the Emergence of Brand Psychē in Consumer Judgement (A2026-133126)
Alvin-Marcus Balazs, University of Bern; Lucia Mal�r, University of Bern; Thomas Plociennik, University of Bern; Clemens Ammann, University of Bern; Harley Krohmer, University of Bern

AI-generated Fashion Models in Consumers’ Own Size create Fit Fallacy (A2026-134483)
Yerong Zhang, Vrije Universiteit Amsterdam; Jiska Eelen, Vrije Universiteit Amsterdam; Iina Ikonen, University of Groningen

All talk, no shift: Monetary Incentives and the Intention-Behavior Gap in Energy Consumption (A2026-134055)
Anja Janoschka, Institute of Communication and Marketing, Lucerne School of Business; Larissa Dahinden, Institute of Communication and Marketing, Lucerne School of Business; Guido Kniesel, Lucerne School of Engineering & Architecture. IHome Lab. Switzerland.; Leonie Meyer, Institution of Communication and Marketing

Am I I, or am I AI? How AI-Assisted Content Creation Affects Self-Authenticity (A2026-132389)
Peter Giger, University of St. Gallen; Lucia Mal�r, University of Bern; Reto Hofstetter, University of Lucerne

Anchoring and Complementing Country Stereotypes in Advertising: Exploring Warmth and Competence Appeals (A2026-133111)
George Tsalis, Copenhagen Business School; KATERINA MAKRI, Department of Marketing and International Business, University of Vienna; Efthymios Altsitsiadis, Department of Management, Society and Communication, Copenhagen Business School

Antecedents and consequences of integrating sustainability into marketing communication: The role of sustainability officers (A2026-134089)
Alan Mathew Kunnumpuram, Norwegian School of Economics; Magne Supphellen, Norwegian School of Economics; Nhat Le, Norwegian School of Economics

Antecedents of older adults’ response to the digitalisation of banking and their impact on trust in the bank and its frontline employees (A2026-132498)
Elaine Wallace, Maynooth University; Isabel Buil, University of Zaragoza, Zaragoza, Spain

Anthropomorphism of AI Chatbots and Loyalty: the impacts of Perceived Empathy and Task Complexity (A2026-133260)
Noor Sanders, University of Amsterdam; Carla Freitas Silveira Netto, ASSOCIA��O PARANAENSE DE CULTURA - APC - Pontifical Catholic University of Paran� (PUCPR)

Are B2B Buyers and Sellers Cut from the Same Cloth? Comparing How Soft Skills Impact Performance in Buying and Selling Functions (A2026-133875)
Giang Dao, University of Twente/University of Münster; Klaas Stek, University of Twente; Agata Leszkiewicz, UNIVERSITY OF TWENTE; Holger Schiele

Are You Thinking About Gender? The Key Mediating Role of Gender Salience for Consumer Behavior (A2026-133380)
Elisabeth Flores, Universität Augsburg; Michael Paul, University of Augsburg

Assembling Engagement With Autonomy and Language - A Neuroscientific Case Study With Digital Companions (A2026-131668)
Aitor Ezker-Galech, Public University of Navarre (UPNA); Raquel Chocarro, Public University of Navarre; Monica Cortinas, Public University of Navarre; �lvaro Saavedra, Public University of Navarre

Assessing the Development and Application of Scales in Marketing Research (A2026-134204)
Robin Frasch, University of Hamburg; Thomas Schreiner, University of New South Wales; Mark Heitmann, University of Hamburg

Attention Competition in Experiential Retail: Evidence from Foot-Traffic Trajectory Data (A2026-133674)
Qing Liu, University of Wisconsin-Madison; Cheng He, University of Wisconsin-Madison; Carol Liu, University of Wisconsin-Madison

Automated Measures of Visual Diversity: A Computer-Vision Approach to UN Women’s Instagram Content (A2026-133924)
Carolina Nicolas, University of Santiago Chile (USACH); Michele Girotto, Universitat de Barcelona

Automated Social Exchanges: Aligning Robot Actors and Exchange Relationship Type (A2026-133896)
Francesca Lombardo, University of Groningen; Jana Holth�wer, University of Groningen; Jenny van Doorn, University of Groningen

Automobile product recall and stock price crash risk (A2026-134304)
Shishi Liu, Freie Universität Berlin

Autoregressive Market Basket Transformer (A2026-132363)
HARALD HRUSCHKA, UNIVERSITY OF REGENSBURG

Avoiding the Goldilocks Trap: How CTA Intensity Shapes Social Media Engagement (A2026-133785)
Annamaria Tuan, University of Bologna - Department of Management; Federico Mangiò, University of Bergamo; Marco Visentin, University of Bologna

Awesome Objects: Manipulating Vastness Unrelated to Size Makes Products More Awe-Inspiring and Promotes Consumer Curiosity (A2026-132954)
Mariia Lobanova, HEC Paris; Craig Anderson, HEC Paris

Background Awareness of Choice Architectures in Marketing (A2026-133107)
Fenqi Guo, Warwick Business School

Barriers to Sustainable Consumer Behavior: How Consumers Overlook, Misread, and Legitimize Environmental Harm (A2026-132714)
Yuqi Guo, Tilburg University; Elena Bocchi, NEOMA BUSINESS SCHOOL; Lukas Maier, WU Vienna; Eduardo Andrade, Imperial College Business School

Beauty by Influence: How Micro- and Celebrity Influencers Shape Brand Trust and Purchase Intention for K-Beauty Products in the U.S. (A2026-132994)
Victoria Lacerda, Fundação Getulio Vargas; Carlos Lourenco, Fundacao Getulio Vargas; Vanessa Santos, Fundação Getulio Vargas

Behavioral Change Toward Sustainable Mobility: How Implicit and Explicit Labels Shift Consumer Choices from Flights to Trains (A2026-132468)
Catalina Estrada-Mejia, Faculty of Industrial Design Engineering, Delft University of Technology; GIULIA GRANATO, TU Delft, faculty of Industrial Design Engineering; Suzanne Hiemstra-van Mastrigt, Delft University of Technology

Behavioral Loyalty Metrics for Managing Internal Brand Architecture (A2026-133001)
MARK UNCLES, UNSW Business School; Kaye Chan, UTS Business School

Behavioral vs. Cognitive Nudges: Do Sustainability-Oriented Recommender Systems Outperform Sustainable Consumption Communication in Influencing Consumer Choices? (A2026-133980)
Chloe Satinet, UCLouvain; Sara-Maude Poirier, Universit� du Qu�bec � Montr�al; Sylvain S�n�cal, HEC Montreal; Caroline Ducarroz, UCLouvain; François Fouss, UCLouvain

Behind the click: Exploring consumer motivation and awareness in private data disclosure (A2026-133944)
Brikena Berisha, University of Ljubljana/AAB College; Maja Kone?nik Ruzzier, School of Economics and Business, University of Ljubljana

BERTopic It! The Innovative Approach of Applying BERTopic for Text Analysis (A2026-133506)
Yicheng Dai, University of Leeds/PGR student; Boshuo Guo, the University of Leeds

Bet Fair: Using Fixture Rhythm to Channel Suspense into Rational Betting (A2026-133082)
Runze Lin, University of Bristol; Jiashu Liao, University of Glasgow; Jingyi Ma, University of Bristol, UK

Better Performance, Lower Trust: The Paradox of Company Size in Sustainability Perceptions (A2026-132973)
Jing Niu, University of Liverpool; Xiaoyu Xu, strathclyde university

Between Satisfaction and Switching Costs: Determinants of Customer Loyalty in Swiss Online Retailing (A2026-133955)
Matthias Schu, Institute of Communication and Marketing, Lucerne School of Business; Sarah Blickenstorfer, HLSU; Thomas Wozniak, Institute of Communication and Marketing, Lucerne School of Business; Christina Reh, Hochschule Luzern/WHU - Otto Beisheim School of Management; Dominik Georgi, Lucerne University of Applied Sciences and Arts; Daphne Zeyen, Lucerne University of Applied Sciences and Arts

BEYOND CHANNELS: TRUST, COMPLIANCE, AND THE HIDDEN DYNAMICS OF OMNICHANNEL STRATEGY (A2026-134456)
Gaurang Thanekar, Politecnico di Milano School of Management

Beyond Empathy: How Corporate Responsibility Signals Amplify Stakeholder Outrage During Crises (A2026-133845)
Dan Muravsky, University of the West of Scotland

Beyond fewer returns: Designing incentives for more sustainable return decisions (A2026-133445)
Johanna Horsthemke, University of Paderborn; Eva Böhm, Paderborn University

Beyond Green Signals: How Emotional Value and Well-Being Shape Hotel Choices (A2026-131709)
Aya Shaban, Higher Colleges of Technology; Jamel Khenfer, Zayed University

Beyond Nostalgia: Decomposing Ideology and Heritage in Post-Socialist Consumer Choice (A2026-133794)
Helena Martin, Duale Hochschule Baden-W�rttemberg Mannheim; Arnd Vomberg, HEC Paris; Emanuel Bayer, Cooperative State University Mannheim

Beyond One-Size-Fits-All Measurement: Contextualizing Brand Personality Across Markets (A2026-133850)
Jonas Küpker, University of Bremen; Michael Schade, University of Bremen; Christoph Burmann, University of Bremen; Lennert Schleßelmann, University of Bremen; Nicole Czuba, University of Bremen

Beyond Persuasion: A Theory for Understanding Hyper-Influence in the Digital Marketplace (A2026-133834)
Yvan Norotte, University of Neuchâtel; Val�ry Bezen�on, University of Neuch�tel; Sascha Alavi, University of Dortmund

Beyond Policy Interventions: Can Community Sport Events Foster Individuals’ Healthier Choices? (A2026-133125)
Lorenzo Morgante, Bocconi University; Sara Valentini, Bocconi University, Italy

Beyond Rationality: Unveiling Collective Emotions in B2B Value Co-Creation – A Systematic Review and Future Research Agenda (A2026-131697)
Ramona Mauch, University of Zaragoza; Carolina Herrando, University of Zaragoza; Marc Kuhn, Baden-Wuerttemberg Cooperative State University Stuttgart

Beyond stereotypes: Senior ad models in advertising (A2026-133860)
Samanta Pérez-Santamaría, University of Salamanca; Óscar González- Benito, Universidad de Salamanca; Mercedes Martos-Partal, University of Salamanca

Beyond Technology: The Strategic Role of Corporate Culture on the Adoption of AI Technology in Industrial Solution Selling (A2026-133536)
Ann-Kathrin Kieler, Carl von Ossietzky Universität Oldenburg; Sascha Alavi, Carl von Ossietzky University Oldenburg

Beyond the Buzz: A Systematic Review and Conceptualization of Hyper-Personalization (A2026-134177)
Anna Salchner, Universität Innsbruck

Beyond the plate: How dietary choices and stereotypes affect stigmatization (A2026-133894)
Nadine Benninger, Technical University of Munich; Kelly Haws, Owen Graduate School of Management

Beyond Transparency: The Double-Edged Effects of Animal Husbandry and Welfare Information on Consumer Perceptions of Meat (A2026-133977)
Marcel Nicolas Grub, Saarland University; Andrea Gröppel-Klein, Saarland University, Institute for Consumer & Behavioral Research

Beyond Words: Predicting Preference Strength From Vocal Cues (A2026-134111)
Hauke Roggenkamp, ETH Zurich

Bigger Choices, Bigger Brands: How Assortment Size Shapes National Brand Preference in Grocery Retail (A2026-134230)
Shauni Bordeyne, Ghent University; Julie Verstraeten, Ghent University; Maggie Geuens, Ghent University; Anneleen Van Kerckhove, Ghent University

Binary framings in sustainable discourse – semiotics in anti-vegan online communities (A2026-133298)
Ivana Beveridge, University of Houston; Jaideep Prabhu, University of Cambridge

Blending Culture, Bending Time: How Culturally Mixed Brand Cues Shape Customer Engagement (A2026-132436)
Qianying Huang, Sun Yat-sen University

Boring research in marketing: What can we learn from articles that do not gain attention? (A2026-134030)
Samuel Piha, University of Turku; Lehto Sissi, Univeristy of Turku

Brand Activism and Employees' Responses (A2026-133776)
Selei Meiners, University of Bremen; Rico Piehler, Macquarie University; Kristina Klein, University of Bremen/markstones Institue of Marketing, Branding & Technology

Brand Age Cues and Their Impact on Perceived Risk and Acceptance of Low-Fit Brand Extensions (A2026-133437)
Tara Sedghi, University of Hohenheim; Verena Hüttl-Maack, University of Hohenheim; Maximilian Gerrath, University of Leeds; Alessandro Biraglia, Leeds University Business School

Brand Attribute Transfer in Online Marketplaces: Bidirectional Spillover Effects between Seller and Marketplace Brands (A2026-133421)
Florian Weyerh�user, Saarland University/Institue for Retailing and International Marketing (H.I.MA.); Bastian Popp, Saarland University

Brand First, Price Later: Customer Loyalty in Tech Markets (A2026-133075)
Maria-Eleni Papandreopoulou, Αthens University of Economics and Business; Konstantinos Lionakis, Athens University of Economics & Business

Breaking Virtual Barriers: Assessing Readiness for VR Integration in Education (A2026-133594)
Nia Chunashvili, Åbo Akademi University; Ilia Gugenishvili, Åbo Akademi University; ANNA-GRETA NYSTRÖM, ABO AKADEMI UNIVERSITY; MALIN BRÄNNBACK, ABO AKADEMI UNIVERSITY

Bringing Marketing to Board Work: Conceptualizing Board Member Market Orientation (A2026-132472)
Anna Lunden, University of Turku; Aino Halinen-Kaila, Turku School of Economics; HARRI TERHO, University of Turku/Turku School of Economics

Broken Promises? Understanding the Effects of Reduced or Abandoned Sustainability Goals on Organizational Reputation (A2026-133983)
Pia Furchheim, ZHAW School of Management and Law; Helen Vogt, ZHAW School of Management and Law; Janice Huber, ZHAW School of Management and Law

BUILDING COMPETITIVE ADVANTAGE THROUGH ENVİRONMENTAL MARKETİNG IN HOSPITALITY: EMPLOYEE CUSTOMER ENGAGEMENT AND İNCENTİVES (A2026-133596)
ANA BELEN MARTÍN GAGO, University of Valladolid; Carmen Camarero-Izquierdo, University of Valladolid; Marta Laguna Garcia, University of Valladolid

Business Models for Commercial EVs with Battery Life Uncertainty: Linking Customer Effort, Profitability, and Sustainability (A2026-133690)
Satyajit Roy, Indian Institute of Management Bangalore/Indian Institute of Management Bangalore; Sreelata Jonnagaledda, Indian Institute of Management, Bangalore; Haritha Saranga, Indian Institute of Management Bangalore

Can a Hotel Stay Be a Memorable Tourism Experience? A Netnographic Exploration of Experience-Based Marketing in Hospitality (A2026-134274)
Onczay-Török Réka Szabina, University of Szeged; Eva Bundsag, University of Szeged, Faculty of Economics and Business Administration; SZABOLCS PRONAY, University of Szeged Faculty of Economics and Business Administration

Can Gamified Display Ads Tackle Banner-Blindness? (A2026-131711)
Benjamin Klink, Eastern Switzerland University of Applied Sciences; Sigrid Hofer-Fischer, Eastern Switzerland University of Applied Sciences

Charting the Shifting Landscape of B2B Marketing: A Systemic Synthesis of Six Decades of Research (A2026-133137)
Stefanie Hornig, Maastricht University; Martin Wetzels, EDHEC Business School, Lille Campus, France; Ruud Wetzels, The University of Sydney; Phil Klaus, University of Monaco; Dominik Mahr, Maastricht University

Checkbox coupons – Are they more or less effective than temporary price reductions? (A2026-133724)
Jan Heinemann, University of Hamburg; KAREN GEDENK, University of Hamburg

Choosing versus Rejecting in Intertemporal Choice (A2026-133574)
Tiantong Liu, University of Warwick; Sarah Wei, The University of Warwick; Daniel Read, University of Warwick; Isabel Ding, University of Warwick

Circulating Social Currency in Luxury Digital Branding (A2026-133689)
Jungkun Park, Hanyang University/Hanyang Business School; Jiawei Miao, Hanyang University; Yuan Jin, Hanyang University

Clarifying the concept branded content and its institutional logics? (A2026-134218)
BJOERN ASMUSSEN, Oxford Brookes University

Closing the Loop may require both sides of the market: Purchase intentions for refurbished and resale intentions for used smartphones (A2026-134054)
Julian Delius, TU Braunschweig; Jan Gremmel, Technische Universit�t Braunschweig; Robert Wilken, ESCP Europe; David Woisetschläger, Technische Universität Braunschweig

Co-evolution of Network Growth and Group Formation: Evidence form a Professional Social Networking Service (A2026-133640)
HIROSHI ONISHI, Keio University

Cocreation with AI: Consumer, managerial, and societal perspectives (A2026-133636)
Koen Pauwels, Northeastern University; Yakov Bart, Northeastern University; Johanna Zimmermann, University of Cologne; Jan Schumann, University of Passau; Fabian Buder, Nuremberg Institute for Market Decisions; Timo Schreiner, Nuremberg Institute for Market Decisions

Collective Market Shaping in Business-to-Business Ecosystems for Zero-Emission Construction (A2026-133873)
Katharina Windler, Lucerne University of Applied Sciences and Arts; Uta Juettner, Lucerne School of Business / Lucerne University of Applied Sciences and Arts; Karina von dem Berge, Lucerne School of Business / Lucerne University of Applied Sciences and Arts; Larissa Dahinden, Institute of Communication and Marketing, Lucerne School of Business

Commercial Sharenting and Digital Responsibility: How Brands and Influencers Normalize Children’s Online Exposure (A2026-133962)
PAULA RODR�GUEZ-TORRICO, Universidad de Burgos; Marta Nieto-García, Universidad de Salamanca/University of Portsmouth; Jana Prodanova, Universidad de Burgos

Communicating for Consumer Well-Being: Insights Across Domains (A2026-133959)
Zeynep Aslan Sisman, Rotterdam School of Management, Erasmus University; Antonia Krefeld-schwalb, Rotterdam School of Management, Erasmus University; Shemal Doshi, INSEAD; Meiying Wang, London Business School; Jan Koch, University of Vienna

Comparing preference for multi-dimensional multi-level sustainability labels of groceries across countries (A2026-134012)
Benedikt Brand, Nuremberg Institute for Market Decisions (NIM) e.V.; Birgit Stoltenberg, Nuremberg Institute for Market Decisions; Lara Dintner, University of Bayreuth

Compensation insurances deteriorate the effectiveness of a compensation in service recovery (A2026-132615)
MATHIEU BÉAL; Anshu Suri, University College Dublin/University College Dublin; Bo Huang, University of Nottingham Ningbo China

Competing with the Platform: Complementor’s privacy policy response to platform-owner entry (A2026-134110)
Shayan Abbasi, Mcmaster University; Manish Kacker, McMaster University - DeGroote School of Business,

Conceptualizing Commercial Scaling Capabilities: findings from eight case studies (A2026-132933)
Dirk Aarts, Eindhoven University of Technology; Edwin Nijssen, Eindhoven University of Technology; Bas Hillebrand, Radboud University; Paul Driessen, Institute for Management Research, Radboud University, Nijmegen, The Netherlands

Conceptualizing ‘Realistic Hope’: Implications for Tackling the Climate Crisis (A2026-133235)
Sai Prashanth Ramachandran, Audencia Business School; Laurent Bertrandias, Toulouse Business School; Amir Grinstein, Northeastern University/VU Amsterdam; CAMILLA BARBAROSSA, TBS Business School

Confidentiality, Integrity and Availability in Information Security Incidents and Firm Value: The Dynamic Interplay between Investors’ Reactions and Social Media Fear and Anger (A2026-133782)
Agata Leszkiewicz, UNIVERSITY OF TWENTE; Letizia Alvino, University of Twente; Lily (Xuehui) Gao, Stockholm School of Economics; Abhishta Abhishta, University of Twente; F. JAVIER SESE, University of Zaragoza ESQ5018001G

Consumer Evaluations of Corporate Altruism: The Roles of Company Cost and Social Benefit in CSR Initiatives (A2026-134173)
Aaron Shine, University of Bath; Yvetta Simonyan, University of Bath; Samuel Johnson, University of Waterloo (Department of Psychology)

Consumer Fairness Perceptions of Human- vs. AI-Driven Dynamic Pricing (A2026-134080)
Alexander Hem, Kristiania University College; Anders Mathias Mamen, Kristiania University College

Consumer Interactions With AI-Generated Content Across Social Media Platforms (A2026-133095)
Rocio Alarcon-Lopez, Public University of Navarre; Maria Elena Aramendia Muneta, Universidad P�blica de Navarra

Consumer Preferences and Circular Economy: The Case of Reusable Packages (A2026-132906)
Hossein Eslami, ESDES Business School, UCLY

Consumer Sentiment on Privacy: Contrasting Marketing Literature and Social Media Discourse (A2026-132987)
Leonardo Roseno Vieira, Pontifícia Universidade Católica do Paraná (PUCPR); Rafael Albuquerque, UFRGS; Carla Freitas Silveira Netto, ASSOCIA��O PARANAENSE DE CULTURA - APC - Pontifical Catholic University of Paran� (PUCPR)

Consumer Touchpoints with Circular Economy Strategies: Insights from the Household Perspective (A2026-134141)
Marie Tebel, Kiel University; Marie Berner, Kiel University; Stefan Hoffmann, Kiel University

Consumer Vulnerability Revisited-The Invincibility-Emancipation Continuum (A2026-134127)
AHMED AL-ABDIN, University of Liverpool Management School; Philippa Hunter-Jones, University of Liverpool; Lynn Sudbury-Riley, University of Liverpool

Consumer-focused food waste reduction tools: consumer perceptions and potential for food waste reduction (A2026-132862)
Violeta Stancu, Aarhus University, Denmark; Mark Henriksen, Aarhus University, Denmark; Tora Kallestrup, Aarhus University, Denmark; Liisa Lähteenmäki, Aarhus University, Denmark

Consumers' Hedonistic Orientation and Its Impact on Well-being (A2026-133945)
Rita Coelho do Vale, Universidade Cat�lica Portuguesa/Catolica Lisbon- School of Business and Economics; RIK PIETERS, Tilburg University - Catolica University Lisbon/Catolica University Lisbon

Consumers’ acceptance and perceptions of precision fermentation dairy (A2026-131679)
Aline Simonetti, Institute for Food and Resource Economics, University of Bonn; Benedetta Peressi, University of Bonn/Università Cattolica del Sacro Cuore; Dominic Lemken, Institute for Food and Ressource Economics, University of Bonn

Consumers’ reactions to “ignored” forewarnings during joint consumption (A2026-134320)
Clemens Hutzinger, Seeburg Castle University, Department of Management; Wolfgang Weitzl, University of Applied Sciences Upper Austria; Tina Torggler, Seeburg Castle University

Consumers’ Responses to Brands’ Diversity & Inclusion Initiatives: Longitudinal Evidence (A2026-134108)
Generoso Branca, Bocconi University; Monica Grosso, EmLyon Business School; Sandro Castaldo, Bocconi University

Consumers’ Willingness to Disclose Personal Information in E-Commerce: the effect of local privacy policies in a two-country perspective (A2026-133345)
Alexandra Rese, University of Bayreuth; Yuqi Wang, University of Bayreuth

Consuming Shared Space: Collective Practices, Tensions and the Making of Community (A2026-133925)
Greta Vignali, Bayes Business School, City St George's, University of London; Monika Koller, WU Vienna; STEFANIA BORGHINI, Bocconi University

Consumption-based Partnerships: Beyond Friends and Dates (A2026-133006)
Xingming Yang, NEOMA Business School; Shuyi Hao, ICN Business School, Paris & CEREFIGE, University of Lorraine, France

Context Matters: How Product Type Moderates Consumer Responses to Sustainable Packaging Labels (A2026-133524)
Pavel Siebert, Seeburg Castle University; Philip Wagner, Seeburg Castle University; MAGDALENA BEKK, Seeburg Castle University

Contextual Price Effects: How Other Prices Shape Consumer Decisions (A2026-133344)
GILLES LAURENT, ESSEC Business School; Arnaud Monnier, Nova School of Business and Economics - Universidade Nova de Lisboa; Laurence Ashworth, Smith School of Business, Queen’s University; Diego Aparicio, IESE; Rajesh Bagchi, Virginia Tech; Yonatan Vanunu, Coller School of Management and Sagol School of Neuroscience, Tel Aviv University/Booth School of Business, University of Chicago

Conversational AI Impacts Learning (A2026-134027)
Deniz Lefkeli, LUISS Guido Carli University; Ada Aka, Stanford University; Konstantin Pikal, Kedge Business School

Corporate Sociopolitical Activism – Advances from European Scholarship (A2026-134162)
Ludovica Scalco, University of Manchester/University of Manchester; Torsten Bornemann, Goethe University Frankfurt; Eva Kipnis, The University of Sheffield; Eleni Tsougkou, University of Strathclyde

Count Up or Count Down? Effects on Luxury and Value Brand Evaluations (A2026-133518)
Emma Desmond, Bryant University; Kacy Kim, Bryant University; Sukki Yoon, Bryant University; Srdan Zdravkovic, Bryant University, Department of Marketing

Crafting the Digital Frontline: An Exploration of How Firms Shape the Visual Identity of Virtual Service Agents (A2026-134211)
Linda Marquardt, Technische Hochschule Mittelhessen; Stefanie Wannow, Technische Hochschule Mittelhessen; Monika Schuhmacher, Justus-Liebig-University Gießen

Creativity in the Age of AI: Navigating Principal–Agent Problems in Human–AI Co-Creation (A2026-131720)
Jana-Verena Gerhart, University of Gothenburg; Ramona Riehle, University of Innsbruck; JOHANNA FRANZISKA GOLLNHOFER

Creator Economy SIG Special Session (A2026-133942)
Jiewei LI, University of London; YANA ASENOVA, K�hne Logistics University - KLU; Gloria Peggiani, Politecnico di Milano; Amelie Huber, TUM School of Management; Maximilian Beichert, Bocconi University

Creator–Default Congruence in Earned Media Communication (A2026-133558)
Roman Antoschin, WHU - Otto Beisheim School of Management; Christian Schlereth, WHU - Otto Beisheim School of Management

Cross-cultural and individual differences in satisfaction with mobile AR shopping apps (A2026-134072)
Katalin Hartl, Corvinus University of Budapest

CSR, Price Positioning, and the Halo–Liability Trade−Off for Perceived Product Quality (A2026-132593)
Tarje Gaustad, BI Norwegian Business School; Jakob Utgård, Oslo Metropolitan University

Cuddly, Not Creepy: Petmorphic AI Companions Deepen Emotional Connection and Enhance User Engagement (A2026-131926)
Mohammadhesam HAJIGHASEMI, ESSEC Business School; Amir Sepehri, ESSEC Business School; Christian Hildebrand, University of St. Gallen; Cait Lamberton, University of Pennsylvania, Wharton Business School

Curbing Bad Diets: How Consumption Patterns Change Due to a Cancer Diagnosis, a Meat & Dairy-Free Week, Non-Alcoholic Alternatives, and Capping Alcohol Promotions, Analyzed Through AiMark Data (A2026-132684)
Arjen van Lin, Tilburg University; Jonne Guyt, University of Amsterdam Business School; lien lamey, KU Leuven; MAX PACHALI, Tilburg University; Saeid Vafainia, ESCP Business School

Curiosity and Truth in Consumer Judgment: How Situational Curiosity Impacts Perceived Truthfulness (A2026-133513)
Verena Hüttl-Maack, University of Hohenheim

Customer Collective Consciousness in Collective Consumption Contexts: An Initial Conceptualization (A2026-133068)
Jianqing (Lavanda) Lao, University of Bristol; Eleonora Pantano, University of Bristol/University of Bristol; Nikolaos Stylos, University of Bristol

Customer equity in the age of artificial intelligence: the moderating effects of chatbot perceived risk (A2026-133696)
Angelica Niros, Athens University of Economics & Business; Meletios Niros, Department of Business Administration, Athens University of Economics & Business; Grigorios Painesis, Prague University of Economics and Business; Marina Kyriakou, University of Piraeus; Apostolos Giovanis, Department of Business Administration, University of West Attica

Customer journey innovation: a practice-based approach (A2026-133905)
Farah Arkadan, American University in Dubai; Emma Macdonald, Strathcyde Business School; Hugh Wilson, Warwick Business School/University of Warwick

Customer Personas in Practice: An Exploratory Study of Marketing Practitioners (A2026-133967)
Edward Boon, Webster Geneva Campus; Daniel Hall, Royal Docks School of Business and Law, University of East London

Customer Voice and Retailer Sensemaking: A Framework for Well-Being in Phygital Grocery Retail (A2026-133046)
Monica Grosso, EmLyon Business School; Giulia Miniero, University of Milan; Sandro Castaldo, Bocconi University

CUSTOMIZING HOTEL SUSTAINABILITY PROGRAMS: CHOICE OVER REWARD (A2026-133937)
Anna De Visser Amundson, Hotelschool The Hague/Vrije Universiteit

Cybersecurity guarantees: Conceptualizing and testing a promise to support customers in case of data breach (A2026-132624)
Paolo ANTONETTI, EDHEC Business School; ILARIA BAGHI, University of Modena and Reggio Emilia; Gabriele Pizzi, University of Bologna

Data Preferences in Firm Learning: Evidence from an Online Auction Platform (A2026-134245)
Xiaojie Li, Boston College

Decentralized Marketing Ecosystems (A2026-133246)
Teck Ming Tan, University of Oulu/University of Helsinki; Wuxia Bao, Marketing Faculty, Rennes School of Business; Horst Treiblmaier, Faculty of International Management, Modul University Vienna

Deceptive Marketing Exposed: Are Consumers Done Caring? (A2026-132794)
Mihaela Constantinescu, The Bucharest University of Economic Studies; Andreea Orindaru, The Bucharest University of Economic Studies; Andreea Pachi?anu, The Bucharest University of Economic Studies; Lucia Gatti, University of Trento; Susanne Pedersen, Aarhus University; CHRISTIAN MUNAIER, Tecnologico de Monterrey

Decoding Experiential and Psychological outcomes in Urban Tourism Marketing: a MIMIC approach (A2026-133538)
DIMITRA MARGIETA LYKOUDI, UNIVERSITY OF PIRAEUS; Georgia Zouni, University of Piraeus; EVANGELIA RAPTI, University of Piraeus; Ioannis Katsanakis, Univeristy of Piraeus; MARKOS TSOGAS, University of Piraeus

Decoding Minimalists’ Preference for Eco-Hotels (A2026-134023)
Nan (Iris) Xue, University of Birmingham; Elisa Chan, The Chinese University of Hong Kong; Lisa C. Wan, The Chinese University of Hong Kong

Decoding wine tourism: linking wine tourist experience to purchase behavior at wineries (A2026-131963)
Ricardo Sellers-Rubio, University of Alicante; Ana B. Casado-Díaz, University of Alicante; Fernando Campayo-S�nchez, University of Alicante/ Marketing department; Jesus Martinez-Navarro, University of Alicante

Decoupling Awe and Self-Transcendence (A2026-134283)
Francine Espinoza Petersen, HEC Lausanne; Adeepan Chakraborty, HEC Lausanne; Craig Anderson, HEC Paris

Delegating Shopping to AI: Hedonic Value, Satisfaction, and Trust Intentions (A2026-133127)
Sirui Qiu, HEC Montreal; Izabelle Quezado, HEC Montreal; Sylvain S�n�cal, HEC Montreal; Ruxandra Monica Luca, HEC Montréal

Determinants of consumer purchase intention toward sub-optimal food: A cue utilisation perspective (A2026-134339)
Yan Danni Liang, Bournemouth University; Jihye Kim, Inha university (South Korea, Incheon); yilin cai, univeristy southampton

Determinants of grocery loyalty app performance (A2026-133971)
Robert Schwarz, HHL Leipzig Graduate School of Management; Erik Maier, Chemnitz University of Technology; Niklas Grube, HHL Leipzig Graduate School of Management

Determinants of Preference for Dynamic Packaging in Tourism: The "Trust vs. Control" Paradox (A2026-133405)
ELŻBIETA WĄSOWICZ-ZABOREK, SGH Warsaw School of Economics; Piotr Zaborek, Warsaw School of Economics

Determinants of the effect of new product introductions on brand sales (A2026-133750)
Erik Maier, Chemnitz University of Technology; Niklas Grube, HHL Leipzig Graduate School of Management; Andre Marchand, Leipzig University

Determinants of value co-destruction in multi-stakeholder networks: when stakeholders fail to create sustainability-based value in the Amazon forest (A2026-133496)
Gabriela Nobre Dias, University of S�o Paulo and University of Antwerp; ANNOUK LIEVENS, University of Antwerp - Faculty of Business and Economics; Kavita Hamza, University of Sao Paulo; Ingrid Moons, University of Antwerp

Developing a Tool to Evaluate the Benefits of Conferences (A2026-133740)
Leif Hem, NHH Norwegian School of Economics; Nina Marianne Iversen, BI Norwegian Business School; Carmel Foley, UTS; Deborah Edwards, UTS

Development and Validation of the SQ–CVM Scale: Measuring Service Quality in Virtual Brand Communities (A2026-133731)
Marwa Gam, Faculté des Sciences Economiques et de Gestion de Nabeul; Abdelkader Gam, Faculté des Sciences Economique et de gestion de Nabeul

Development of sustainable interpretive tourism activity in the maritime sector (A2026-134175)
Jos�e Laflamme, University of Quebec - Rimouski; Audrey Lebel, UQAR; Claude Rioux, UQAR

Digital Responsibility and Responsible AI in Marketing (A2026-134081)
Lara Lobschat, Maastricht University; Matilda Dorotic, BI Norwegian Business School; Dipayan Biswas, University of South Florida; MICHAEL HAENLEIN, ESCP Business School/University of Liverpool Management School; MING-HUI HUANG, National Taiwan University; Kelly Martin, Colorado State University, USA; ANA VALENZUELA, ESADE; Jochen Wirtz, NUS Business School/National University of Singapore; Klaus Wertenbroch, INSEAD

Digital Twins and customer success in B2B settings: Related or not related? (A2026-132295)
Roberto Mora Cortez, Southern Denmark University; Michel Van der Borgh, Copenhagen Business School

Direct and Indirect Customer Orientation in Multi-Sided Platforms: A Stakeholder Perspective (A2026-132674)
Nour Mohamed, University of Passau; Jan Schumann, University of Passau

Direct Participation of Digital Influencers in Marketing Decision-Making: Impact on Consumer Attitude and Purchasing Intention (A2026-132428)
Carlos Lourenco, Fundacao Getulio Vargas; Rubia Karacsonyi, FGV-EAESP; Felipe Zambaldi, Funda��o Getulio Vargas�s Sao Paulo School of Business Administration (FGV EAESP); Inês Pereira, FGV-EAESP

Disconfirmation driven dual customer engagement and its influence on eWOM in SMEs (A2026-134052)
Divya Nambiar, QA HIGHER EDUCATION; Tribikram Budhathoki, Queen Mary University of London

Discussing Success: Speakers Signal Luck and Listeners Prefer Hard Work (A2026-132920)
Ozlem Tetik, King's College London; Nicole Kim, Georgetown Univeristy; Dafna Goor, London Business School; Jonathan Berman, London Business School

Dispensation-Unit Effect: The Effect of Dispensation Unit on Treatment Judgments (A2026-133279)
Alican Mecit, SKEMA Business School; Yangjie Gu, HEC Paris; Aradhna Krishna, University of Michigan

Distinctive or Magical? Cross-Cultural Differences in Brand Charisma and Loyalty Between French and Italian Consumers (A2026-134099)
Aaron Gazley, american University of sharjah; Rania Semaan, American University of Sharjah; Mona Mrad, American University of Sharjah; Nicholas J. Ashill, Victoria University of Wellington, School of Marketing and International Business

Distributive and Procedural Justice in Dual Pricing: Shaping Consumer Fairness Perceptions (A2026-132929)
Benjamin Boeuf, IESEG School of Management, Univ. Lille, CNRS, UMR 9221 - LEM- Lille Economie Management, F-59000 Lille, France

Divide and conquer: Shelf dividers stimulate purchasing by increasing perceived variety (A2026-131755)
Mathias Streicher, University of Innsbruck; Zachary Estes, Cass Business School, City University of London; Oliver Büttner, University of Duisburg-Essen

Do Chatbot Attributes Influence Perceived Creepiness and Paradoxical Behavior? The Role of Trust in Social Media Influencers (A2026-134349)
Tahir Islam, Leeds Trinity University/AGH University of Krakow; Naeem Akhtar, AGH University of Krakow; Dariusz Cichon, AGH University of Krakow; Rauf Islam, University of Electronic Science and Technology of China; Abdul Ghaffar, University of Karachi; TOMÁŠ KINCL, Faculty of Management, Prague University of Economics and Business

Do Consumers Care About Gender Pay Gap Disclosure? Evidence from Foot Traffic (A2026-133490)
Franziska Gibbons, Oregon State University; Brian Gibbons, Oregon State University; VESA PURSIAINEN

Do Gen Z consumers value AI-generated advertising and human created advertising differently? (A2026-133678)
Alexander Muk, Texas State University; Christina Chung, Ramapo College of New Jersey

Do Managerial Responses Pay Off? Individual-Level Returns from Responding to Online Reviews (A2026-132664)
Yingying Peng, University of Manchester; Florian Dost, Brandenburg University of Technology; Bryan Lukas, University of Manchester’s Alliance Manchester Business School

Do Price Promotions Form Preferences for Ultra-Processed Foods? (A2026-134286)
Lesley Haerkens, Tilburg University; Bart Bronnenberg, Tilburg University; MAX PACHALI, Tilburg University

Do Sonic Logos Speak the Same Personality Language as Their Brands? Evidence from Two FMCG Brands (A2026-133968)
Jolanta Tkaczyk, Kozminski University; Marcin Awdziej, Kozminski University; Arkadiusz Wódkowski, Kozminski University/Kozminski University

Do Supply Chain Relationships Matter for Firms’ Non-market Strategies? (A2026-132254)
Mariia Koval, IESEG School of Management; Viacheslav Iurkov, EDHEC Business School; Gabriel Benito, BI Norwegian Business School

Does Advertising Personalization Signal “Already Customized”? How Highly Personalized Ads Shape Customization Expectations (A2026-132923)
Jana Möller-Herm, Berlin University of the Arts; Steffen Herm, HTW Berlin

Does Advertising Spending Disclosure Enhance Marketing’s Efficiency, Funding, and Standing? (A2026-132276)
Miriam Guenther, University of Liverpool; Peter Guenther, University of Liverpool; Neil Morgan, University of Wisconsin, Madison; Luciano Lapa, Penn State University

Does AI misinformation make people avoid using AI chatbots? (A2026-133084)
Chan Ngoc Anh Nguyen, University of Jyväskylä; Huu Nguyen, University of Lincoln; Juha Munnukka, University of Jyväskylä; Outi Niininen, University of Jyvaskyla

Does Giving Really Make Us Happier? A Meta-Analysis and Multi-Study Reassessment (A2026-134261)
Daniel Fernandes, Catholic University of Portugal; Rafael Demczuk, Polytechnic University of Coimbra; Joe Gladstone, University of California San Diego (UCSD)

Does greater institutional distance between a venture’s home country and its export destinations lead to greater competitive aggressiveness and financial performance? A configurational analysis (A2026-134113)
Gabor Nagy, Inseec Grande Ecole Paris; J�zsef Ber�cs, Corvinus University Of Budapest

Does hyper-personalized consumption lead to a fragmentation in our society? (A2026-134259)
Luisa Weber, Karlsruhe Institute of Technology; Benjamin Scheibehenne, Institute for Information Systems and Marketing; Martin Klarmann, Karlsruhe Institute of Technology (KIT)

Does social marketing lead to healthy eating? Exploring potential moderators of the link between watching social marketing campaigns and diet quality index (A2026-133091)
PAWE? BRY?A, University of Lodz

Does VR Feel Right? Intuitive Fit as a Missing Piece in Adoption Models (A2026-134279)
Anja von Bosse, University of the Bundeswehr Munich; Philipp Rauschnabel, Digital Marketing and Media Innovation

Doubting the Machine, Trusting the Human? The Role of Accuracy and Explainability in AI-Driven B2B Sales Lead Management (A2026-133393)
Anna Petersen, Copenhagen Business School; Michel Van der Borgh, Copenhagen Business School

Drivers of cultural sector consumer’s positive word-of-mouth: the interplay of contente type and consumer engagement (A2026-132560)
Ana Paula Fantino, Universidade Federal do Espírito Santo; MARCELO BRANDAO, Federal University of Esp�rito Santo; Arthur Sarcinelli, Lus�fona University

Dupe-licity Effect: How Viral User-Generated Content Influences Sales (A2026-132868)
Alicja Grzadziel, WU Vienna; Isin Acun, WU Vienna; Marie-Louise Brand, Vienna University of Economics and Business (Wirtschaftsuniversit�t Wien); Susanne Ruckelshausen, WU Vienna; Nadia Abou Nabout, WU Vienna

Dynamics of User and Platform Recognition (A2026-134305)
Keyvan Dehmamy, Goethe University Frankfurt

Early Adopters Prefer AI Art over Human Art (A2026-133960)
Tianqi Yang, King's College London; Elisa Schweiger, King's Business School, King's College London; Oguz Acar, King's Business School; Dhruv Grewal, Babson College; Dennis Herhausen, VU Amsterdam

Effects of Generic Marketing on Market Shares (A2026-133863)
Nhat Le, Norwegian School of Economics; Magne Supphellen, Norwegian School of Economics; Rajeev Batra, Ross School of Business, University of Michigan; Alan Mathew Kunnumpuram, Norwegian School of Economics; Rosalie Lai, NHH Norwegian School of Economics

Effects of Ordinal-Scale Product Labels on Consumer Choice: Evidence from the EU Energy Efficiency Label (A2026-132856)
Jan-Niklas Hartmann, University of Cologne/Chair of Marketing and Digital Environment; Hern�n Bruno, University of Cologne

Emerging Patterns of Phygital Experience in Professional Dance Training: Early Empirical Insights Toward the DPCX Framework (A2026-133698)
Sarah Ahmadi, Australian Institute of Business/Pro Merita Learning Communities; Svetlana De Vos, Australian Institute of Business; Bora Qesja, Australian Institute of Business; Samaneh Soleimani, Australian Institute of Business

Emerging Perspectives on Consumer–AI Interaction (A2026-132492)
Yue Zhang, Erasmus University Rotterdam; Anne-Kathrin Klesse, Erasmus University, Rotterdam School of Management; Alixandra Barasch, University of Colorado Boulder; Anush Sridhar, University of St.Gallen; Ana Valenzuela, Baruch College, CUNY; Melanie Clegg, University of Lausanne

Emission Neglect: Do Consumers Underestimate the Energy Consumption of Digital Behaviours? (A2026-133053)
Jonathan D'hondt, Vrije Universiteit Amsterdam; Michail Kokkoris, Vrije Universiteit Amsterdam; Michael Zürn, Nuremberg Institute for Market Decisions

Empirical Insights on Information, Incentives, and Uncertainty in Complex Decision Environments (A2026-132735)
Daniela Schmitt, Nova School of Business and Economics; Vladimir Pavlov, University College London; Aurelie Lemmens, Rotterdam School of Management (RSM) Erasmus University Rotterdam; Rodrigo Belo, Nova School of Business and Economics

Employee Affinity for Technology and its relationship with Employee Based Brand Equity (EBBE) in Business to Business (B2B) Organizations (A2026-132342)
Neha Srivastava, Institute of Management Technology (IMT) Ghaziabad, India

Employees’ Emotional Expressions in Healthcare Service Interactions: A Neuroscientific Approach (A2026-134020)
NICOLA STOKBURGER-SAUER, University of Innsbruck, Department of Management and Marketing; KATRIN SCHEFBÄNKER; KARIN TEICHMANN

Enablers and Inhibitors of AI-Driven Capability Evolution: A Dynamic Managerial Capabilities Perspective from the Thai FMCG Sector (A2026-133569)
Nilay Bıçakcıoğlu-Peynirci, University of Sussex Business School, University of Sussex; Olimpia Racela, Mahidol University International College, Mahidol University, Thailand; MARIACHIARA RESTUCCIA, UNIVERSITY OF SUSSEX; Amonrat Thoumrungroje, Mahidol University International College, Mahidol University, Thailand; Lokweetpun Suprawan, Mahidol University International College, Mahidol University, Thailand; Apiradee Wongkitrungrueng, Mahidol University International College, Mahidol University, Thailand

Enhancing Geographical IndicatProducts in Economically Disadvantaged Regions Through Digital Platforms (A2026-134307)
Jiewei LI, University of London

Ephemeral versus Permanently Accessible Ad Content in Mobile Retargeting (A2026-134223)
Keyvan Karimipour, Bocconi University; Sungtak Hong, Bocconi University; Andrea Ordanini, Bocconi University

Equity Sensitivity, Self-Determination, and Sustainable Behaviors: A Motivational Approach to Food Consumption (A2026-133337)
HAORAN WANG, University of Massachusetts Lowell

Escaping the Hustle: How Busyness Fuels the Allure of Retro Gaming (A2026-131781)
Sourjo MUKHERJEE, School of Business, University of Wollongong in Dubai; Arash Talebi, Assistant Professor of Marketing, EDHEC Business School; Nazia Gera, Assistant Professor of Marketing, FORE School of Management, New Delhi; Abhirupa Roy, Tripura University; Gopal Das, Associate Professor of Marketing, Indian Institute of Management Bangalore

ESG Practices and Sustainable New Product Launch (A2026-134024)
Zhuoer Qiu, Ludwig Maximilian University of Munich; Marcelo de la Cruz Jara, Ludwig-Maximilians-Universität München/Ludwig-Maximilians-Universität (LMU) München; Jelena Spanjol, Ludwig-Maximilians-Universität (LMU) Munich; Florian Rieder, Ludwig Maximilian University of Munich

Estimation of Sequential Search Models with Endogeneity (A2026-133464)
Jiarui Liu, New York University Stern School of Business

Ethical clothing consumption: An examination of consumer trust in ready-to-wear brands via netnography (A2026-133748)
Stéphanie MONTMASSON, KEDGE BUSINESS SCHOOL

Ethics before aesthetics? Performative Responsibility in Champagne Houses' Digital Communications (A2026-131794)
Anna Granstedt, �bo Akademi University

Examining Consumer Acceptance of Imperfect Products based on Construal Level and Fluency Theory (A2026-132869)
Tim Stonner, Goethe University Frankfurt; Oliwia Kwiek, Goethe University Frankfurt; JAN LANDWEHR, Goethe University Frankfurt

Experience-Appetites as a Segmentation Schema for Tourism Marketing (A2026-132364)
John Story, University of St. Thomas, Houston/Fennell Story Insights

Exploring Blind Consumer Segments in Brazil: preliminary insights for inclusive Service Marketing (A2026-133258)
Adriana Madeira, University Presbyterian Mackenzie; Vitória Silva, Mackenzie Presbyterian University; DOUGLAS MELO, UFES; Guilherme Shiraishi, Universidade de S�o Paulo

Exploring Consumer Motives for Food Rescue through Food Rescue Apps: The Moderating Role of Quality Orientation (A2026-133707)
Kaniz Fatema, University of Eastern Finland; Anushree Tandon, University of Eastern Finland; Heli Hallikainen, University of Eastern Finland; HELEN REIJONEN, University of Eastern Finland

Exploring Intercultural Competence Among Tourists in Urban Destinations: Insights for Effective Marketing (A2026-133711)
EVANGELIA RAPTI, University of Piraeus; GEORGIA ZOUNI, University of Piraeus/University of Piraeus; DIMITRA MARGIETA LYKOUDI, UNIVERSITY OF PIRAEUS

Exploring Interventions for Sustainable AI Usage (A2026-134025)
JOCHEN REINER, Aalborg University Business School; Frauke Mattison Thompson, Aalborg University Business School; Sanam AKHAVANNASAB, Aalborg university

Exploring ongoing brand activism discourse on Reddit: ‘The Only Rainbow That Matters’. (A2026-132574)
Jamie Powell, University of Bath; Andrew Crane, University of Bath; Sarah Glozer, School of Management, University of Bath

Exploring the Buzz Surrounding Dress to Impress: Text Mining YouTube Comments on the Gamified Fashion Platform (A2026-133645)
Yunyu Chu, Oklahoma State University; Kyuree Kim, Oklahoma State University; Joseph Kim, Oklahoma State University

Exploring the Synergistic Effects of Artificial Intelligence and Augmented Reality on Consumer Purchase Decisions (A2026-132583)
Peilin Jiang, University of Edinburgh; Kirsten Cowan, University of Edinburgh; Tim Hilken, Maastricht University; Jennifer Yule, The University of Edinburgh

External influences on MNE subsidiary’s ESG strategy and performance consequences: A strategic fit approach (A2026-134225)
Pantelitsa Eteokleous, European University Cyprus; Leonidas Leonidou, University of Cyprus; Maria Voutsa, Cyprus University of Technology; MARIOS THEODOSIOU

Faces vs. Words: Visual and Textual Drivers of Engagement in Charity Campaigns (A2026-132968)
Sofia Pansoni, Università di Macerata; Giacomo Gistri, University of Macerata

Fair Pricing in B2B Large Heterogeneous Item Portfolios with Sporadic Sales Patterns (A2026-132916)
Noortje Gevers, University of Luxembourg; Sarah Gelper, University of Luxembourg

Fillers Keepers! Purchase Behaviour under Threshold-Based Free Shipping (A2026-132661)
Veronica Burbulea, University Of Groningen; Maarten Gijsenberg, University of Groningen; TAMMO BIJMOLT, University of Groningen; Christian Hirche, Budget Thuis B.V

Flexible Ownership: How Circular Buy-Back Offers Allow Financial and Temporal Fluidity (A2026-132694)
Dominik Hettich, EDHEC Business School; Lisa Eckmann, University of Bath

Follower Segment Responses Towards Monetization Strategies in Influencer Marketing (A2026-133179)
Kyuree Kim, Oklahoma State University; Suhyoung Ahn, Yonsei Institute of Symbiotic Life-TECH; Angie Lee, Auburn University; Joseph Kim, Oklahoma State University

Following the Lead: How Salespeople Respond to AI and Human Recommendations (A2026-133739)
Melanie Bowen, Justus-Liebig-Universit�t Giessen; Shinhye Kim, Christopher Newport University; Xiaohan Wen, Assistant Prof/Ozyegin University

Framework for consumer engagement in tourism marketing: A gamification perspective (A2026-132121)
Wun Han Chan, Hong Kong Metropolitan University

Framing Innovation through Experience: Cognitive–Affective Mechanisms of Acceptance in Virtual Reality (A2026-131955)
Gabriele Torma, Aarhus University; Anne Peschel, Aarhus University; Jessica Aschemann-Witzel, Aarhus University; Marta Victoria, Aarhus University /Department of Mechanical and Production Engineering; Nora Mossing Krogsgaard-Jensen, Trinity College Dublin

Framing Legal Fines: How Message Presentation Affects Severity Perceptions (A2026-131698)
Eunny Kim, Korea University Business School; Kwanho Suk, School of Business, Korea University; Ho Jung Choo, Seoul National University

Framing Repairs with Nostalgia: How to Design Repair Strategies to Promote Circular Economy Adoption (A2026-133323)
Valentina Mazzoli, University of Verona; Ilenia Confente, University of Verona; Benedetta Baldi, University of Verona; Ivan Russo, University of Verona

From Awareness to Action: What Drives Sustainable ChatGPT Use? (A2026-133122)
Cristina Farjas, Universidad de Zaragoza; Carolina Herrando, University of Zaragoza; Iguácel Melero Polo, University of Zaragoza

From Blocks to Insights: Transforming Ethereum On-chain Data into Marketing Insights (A2026-133423)
Ruey Komulainen, Kajaani University of Applied Sciences/University of Oulu; Teck Ming Tan, University of Oulu/University of Helsinki; Satu Nätti, University of Oulu/University of Oulu

From Complaints to Innovation Success: A Knowledge-Based View on Cross-Functional Collaboration and Error Management Culture (A2026-132833)
Alexander Rupertus, University of Mannheim; Sabine Kuester, University of Mannheim

From Content to Intention: How Employee Mentions and Perceived Empathy Shape the Impact of Online Reviews on the Intention to Visit a Tourist Office (A2026-133559)
Emna Chaouachi, Université Lumière Lyon 2 - COACTIS; Sébastien Soulez, Université Lumière Lyon 2 - COACTIS

From Ethical Features to Ethical Choices: The Role of Felt Specialness and Ethicality-as-Source-of-Specialness Beliefs (A2026-134285)
Sezin Ekinci, University of Amsterdam Business School; Carina Thuerridl, University of Amsterdam; Bernadette Kamleitner, WU Vienna

From Giving to Belonging: Examining the Role of Corporate Philanthropy in Strengthening Employee-Based Brand Equity (A2026-132971)
Haoran Liu, London College of Contemporary Arts (LCCA); Kalliopi Chatzipanagiotou, University of Glasgow; Thomas Anker, University of Stirling

From Hidden to Seen: How Price Visibility Redefines Virtual Shopping (A2026-131924)
Farhan Mutaqin, University of Edinburgh; Ben Marder, University of Edinburgh; Ewelina Lacka, University of Edinburgh Business School

From Human to Virtual Influencers – The Role of a Parasocial Preference in Predicting Switching Intention (A2026-133830)
Lara Fr�bel, Heinrich-Heine-University D�sseldorf

From Knowledge to Food Waste Reduction? A Segment-Based Test of the Knowledge–Attitude–Behavior Chain (A2026-134037)
Theofanis Zacharatos, Hellenic Open University/University of Patras; Prokopis Theodoridis, Hellenic Open University (H.O.U.)

FROM NON-USABLE TO DESIRABLE: CONSUMERS PREFER UPCYCLED PRODUCTS MADE FROM NON-USABLE ITEMS (A2026-133041)
G�ne? (pia) Biliciler, Ko� University; Hanife Armut, Koc University

From Peer Pressure to Retail Therapy: Mapping the Interpersonal Dynamics of Materialism (A2026-132960)
Olaya Moldes, Cardiff University

From Privacy Washing to Sustainable Data Strategies: A Theory-Based AI Approach (A2026-133671)
Ziqi Zhong, University of Technology Sydney/The London School of Economics and Political Science

From purpose to pretense: Consumer responses to inconsistent corporate political activities (A2026-132982)
Petar Gidaković, IESEG School of Management, Univ. Lille CNRS; BARBARA CULIBERG, University of Ljubljana, School of Economics and Business

From Rulebook to Playbook: A Two-Layer Typology of AI Self-Regulatory Branding Signals (A2026-133884)
Nour Mohamed, University of Passau; Sally Boyani Mokaya, University of Passau

From screen capture to AI validation: strengthening evidence for understanding and monitoring digital food marketing to children and adolescents (A2026-133131)
Ellen van Kleef, Wageningen University and Research; Magdalena Muc, The Open University; Stefanie Vandervijvere, Sciensano

From Screens to Green: Understanding How to Connect Young People with Nature and Create Pathways for Environmental Action (A2026-133627)
Elizabeth Ford, University of Portsmouth

From Stigma to Signal: How Brands Featuring Tattoos Can Positively Influence Consumer Attitudes (A2026-133907)
Gaia Giambastiani, ESCP Business School; Martina Cossu, University of Bocconi

From the Boardroom to the Marketplace: Diversity of Board Director Networks and Consumer Brand Perceptions (A2026-134122)
Anastasia Buyalskaya, HEC Paris

From Trash to Treasure: How Exclusivity Framing Influences Quality Perception Across Different Recycled Materials in Luxury Fashion (A2026-132332)
Anqi Yu, Ghent University; Veroline Cauberghe, Ghent university; Shubin Yu, BI Norwegian Business School

From Trust to Addiction: A Bibliometric Analysis of Consumer-Brand Relationship Measurement Scales (A2026-133575)
Charles Chi Cui, University of Westminster; Mona Mrad, American University of Sharjah

From Wellness to Worrisome: Mining Online Voices on the Dark Side of Wearable Health Technologies (A2026-132510)
Yuanming Qiu, Southampton Business School; Ying Feng, University of Southampton/University of Birmingham; Yuyang Deng, University of East Anglia; Jun-Hwa Cheah, University of East Anglia; Rob Angell, Stirling Management School

Function or Feel? Matching Product Descriptions to Gendered Shopping Motivations in Online Retailing (A2026-133475)
Marion Garaus, Sigmund Freud Private University; Elisabeth Wolfsteiner, University of Applied Sciences Wiener Neustadt; Sandra Holub, Fh Wiener Neustadt

Functionality or Enjoyment? The Role of Online Review Framing in Mobile Health Apps Use (A2026-134051)
Miriam Alzate, Universidad Publica de Navarra; �lvaro Saavedra, Public University of Navarre; Paula Vidaurreta-Apesteguía, Universidad de Granada

Galp Smart Store: A Transaction-Based Case Study of an Autonomous Campus Convenience Store (A2026-134009)
Isabel Feix, Catolica-Lisbon; Maria Estarreja, Catolica-Lisbon; Eugeniu Litvinenco, Catolica-Lisbon

Game Difficulty, Emotions, and Helping Behavior: An Affective Pathway to Customer Feedback (A2026-134174)
Katja D�bel, Kiel University; Stefan Hoffmann, Kiel University

Gender and Online Gambling Behavior: a Brazilian perspective (A2026-134196)
Marcelo da Silva, University of São Paulo; ANDRES RODRIGUEZ VELOSO, University of Sao Paulo; Marcos Silva, Faculdade Instituto de Administra��o; Guilherme Shiraishi, Universidade de S�o Paulo

Gender Norms in the Marketplace (A2026-133129)
Matilde Lucheschi, University of Sussex; Andrea Weihrauch, University of Amsterdam; Aybike Mutluoglu, SUNY Plattsburgh, United States; Carlos Eduardo Caldas de Souza, BI Norwegian Business School

Gender Stereotypes in Voice Commerce: A Cross-Cultural Study on Gendered and Gender-Neutral Voices (A2026-134160)
Lina Eppe, Goethe University Frankfurt; JU-YOUNG KIM, GOETHE UNIVERSITY FRANKFURT; Lea Sollfrank, Goethe University Frankfurt

Generalized Additive Models for Tourism Demand Modelling (A2026-132404)
Haoxiang Xie, University of Edinburgh Business School; Ewelina Lacka, University of Edinburgh Business School; Jake Ansell, J.Ansell@ed.ac.uk

Generative AI and Content Homogenization: The Case of Digital Marketing (A2026-133815)
Chaoran Liu, Peking University (UK Campus)

Generative AI in Modern Marketing: Content, Branding, and Product Discovery (A2026-134058)
Malik Stromberg, WU Vienna; Xiongkai Tan, Technical University of Munich; Evgenii Gradusov, WU Vienna; Gabriela Makar, WU Vienna

Gifts That Bind Relationships: A Qualitative Exploration of Meaning in Self, Interpersonal, and Business Gifting (A2026-132339)
Yu-Tse Lin, Fu Jen Catholic University (Depat. of Business Administration); Irene Hsia, Chunghwa Association of Public Affairs Communication Development

Glow From the Inside or the Outside? The Impact of Product- versus Cause-focused Green Advertising on Consumer Responses to Luxury Brands (A2026-132886)
Shuang Wu, University of Leeds; Matthias Glaser, University of Salzburg

Good Is More Causal Than Bad: Correlation Framing Affects Perceived Causality (A2026-132969)
Yue Zhang, Erasmus University Rotterdam; Gabriele Paolacci, Rotterdam School of Management, Erasmus University

Green is not neutral: How stereotypes shape consumer willingness across high- and low-impact pro-environmental behaviours (A2026-133802)
Michelle Schwarz, IQS School of Management, Universitat Ramon Llull; Jorge Matute Vallejo, IQS School of Management, URL; Jan Meyer, IQS School of Management Barcelona

Green skepticism and need for cognition moderate the effect of green claim presentation format on perceived product credibility and environmental friendliness (A2026-134561)
�gnes Buv�r, ELTE E�tv�s L�r�nd University; Mirk� G�ti, Corvinus University of Budapest; Zombor Berezvai, Corvinus University of Budapest; Andrea Dúll, Institute of People–Environment Transaction - ELTE PPK

Greenhushing – Conceptual Foundations and Literature Review (A2026-133150)
Stephan Dua Modest, RMIT University

Groundedness and Subjective Well-Being (A2026-133090)
Antea Gambicorti, Vienna University of Economics and Business (WU Vienna); Arnaud Monnier, Nova School of Business and Economics - Universidade Nova de Lisboa; Martin Schreier, WU Vienna; Stijn van Osselaer, Cornell University

Growing Alone: How the Pursuit of Growth Encourages Solo Consumption (A2026-134260)
Ilayda Arslan, London Business School; Jonathan Berman, London Business School; Stephanie Chen, London Business School

Harnessing AI Human Capital: A strategic trade-off and its impact on firm performance (A2026-133717)
Ali Obaidan, University Of Leeds; Sourindra Banerjee, Leeds University Business School, University of Leeds; Martin Heinberg, Leeds University Business School, University of Leeds; Constantine Katsikeas, Leeds University Business School

Hidden Persuaders in Football: AI-Based Measurement of Gambling Advertising Exposure (A2026-133139)
Saeid Moradipour, PhD student / University of Bristol; Raffaello Rossi, Senior Lecturer in Marketing / University of Bristol; Ziming Wang, PhD Student / University of Bristol; Rui Zhu, Senior Lecturer / University of Bristol; Maria Moxey, Research Associate / University of Bristol; Jamie Wheaton, Lecturer in Marketing / University of Bristol

Holiday or Hangover? Housing Market Responses to a Temporary Tax Cut (A2026-133287)
Fengtao Wan, University College London; Yongdong Liu, University College London; Anja Lambrecht, London Business School; Yiting Deng, University College London

How Advertising Works in High-Intent Digital Environments: Timing, Format, and Repetition in Retail Media Networks (A2026-133621)
Marcello Ferreira, Insper; Carla Ramos, Insper; Danny Claro, Insper

How AI Refines Authorship: Evidence from Text and Content Analysis (A2026-133915)
Zizhou Peng, University of Birmingham; Yuan Yuan, Warwick Business School; Seungcheol Lee, Texas Tech University; Yedo Ji, Texas Tech University

How AI Usage Impacts Supply Chain and Firm Performance: The Mediating Role of Supply Chain Resilience (A2026-133706)
Elviira Saarelma, Tampere University; Andreas Eggert, Freie Universit�t Berlin; Aki Jääskeläinen, Tampere University; Michael Kleinaltenkamp, Freie Universität Berlin; Tommi Mahlamäki, Tampere University

How and when a pandemic affects consumers responses towards business actions: Cross-cultural insight into the theory of dyadic morality (A2026-132966)
Chunyan Xie, Western Norway University of Applied Sciences; Richard Bagozzi, University of Michigan ; Silvia Mari, Department of Psychology

How Collectivism Shapes AI Receptivity: The Role of Mind Attribution (A2026-134148)
Maren Doemer, University of Leeds; Christina Papadopoulou, University of Leeds; Aristeidis Theotokis, University of Leeds; J. Jo�ko Brakus, University of Leeds

How Deliberate Content Creation Amplifies Perceived Injustice and Predicts Retaliatory Behavior (A2026-132432)
Sheena Sidhu, The University of Sydney; Tom van Laer, University of Sydney; Ellen Garbarino, University of Sydney

How Digital Transformation Drives Firm Performance in Business Markets: A Longitudinal Analysis (A2026-132826)
Jasper Bauckloh, Freie Universität Berlin; Florian Völkl, Freie Universität Berlin; Andreas Eggert, Freie Universit�t Berlin

How Disability Shapes Influencer Marketing Effectiveness (A2026-134117)
Chengchen (Sheryl) Liu, The Hong Kong Polytechnic University; Qiyuan Wang, The Hong Kong Polytechnic University/The Hong Kong Polytechnic University; Jiewen Hong, Hong Kong University of Science and Technology; Yuwei Jiang, The Hong Kong Polytechnic University/The Hong Kong Polytechnic University

How Do Liberals Respond to Pro- vs. Anti-DEI Brand Messaging? The Intersectional Role of Ethnic and Political Identity (A2026-133946)
Eric Klebeck, University of Mannheim; Sabine Kuester, University of Mannheim; Madita Neumeier, University of Mannheim

How do privacy invasion experiences generate privacy fatigue? Exploring the roles of regulation, trust, and self-efficacy (A2026-131940)
Thomas Dominic, Indian Institute Of Management Lucknow

How Do Strategic Choices Condition the Effects of Marketing on Performance? (A2026-133544)
MARCELO BRANDAO, Federal University of Esp�rito Santo; Izauvam Rocha, Universidade Federal do Espírito Santo; Luiz Louzada, PPGCon/UFES/DCC/UFES; ALESSANDRA MONTEIRO, UNIVERSIDADE FEDERAL DO ESPÍRITO SANTO - UFES; Maria Clara Leite, Universidade Federal do Espírito Santo

How does one become a flexitarian? Motivations, transitions, practices and justifications for reducing meat consumption. (A2026-132944)
Sybille Jumeaux, Université Paris-Saclay, RITM/RITM Laboratory; Marie-Eve Laporte, Université Paris-Saclay, RITM

How Eco-labels Work: A Systematic Review on Consumer Attention and Choices (A2026-133625)
Mengyao HU, University of Toulon, CERGAM; Brigitte Müller, University of Toulon, IAE, Cergam; Isabelle Muratore, CERGAM, Toulon University, Aix Marseille University

How environmental labels shift durable goods demand in the long term: Evidence from a natural policy experiment (A2026-134140)
Jonathan Schubert, TU Dortmund; Julie Saesen, TU Dortmund University; Tessa Flatten, TU Dortmund

How Firms Grow With Their Customers (A2026-134172)
Thilo Kraft, Goethe University Frankfurt; BERND SKIERA, Goethe University Frankfurt, Germany

How Frontline Employees Navigate Complaints: Understanding Heuristics in Service Recovery (A2026-133726)
Sabrina Gottschalk, Bayes Business School, City, University of London; Simoni Rohden, NOVA Information Management School (NOVA IMS); CAROLINE WIERTZ, Bayes Business School, City St Georges, University of London

How GenAI travel assistants’ interactions affect user trust and consumer empowerment: the moderating role of perceived manipulative intent (A2026-133792)
Luisa Andreu, University of Valencia; Enrique Bign�, Universitat of Valencia; Anna Mattila, School of Hospitality Management, Pennsylvania State University, University Park, Pennsylvania, USA; Iis Tussyadiah, University of Surrey

How Internal Constraints motivate Consumers to be Creative (A2026-133956)
Klaudia Magdalena Kania, Loughborough University; Nina Michaelidou, Loughborough University; Kemefasu Ifie, Loughborough University; Didier Soopramanien, Beijing Foreign Studies University

How Luxury Objects Bridge Past and Future: A Multi-Method Exploration into Mother–Daughter Transmission (A2026-133451)
Morgane NOIROT, CERGAM Laboratory - Aix/Marseille University; Aurélie KESSOUS, Aix Marseille Univ, Université de Toulon, CERGAM, Aix-en-Provence, France

How Major Life Transitions Shape Parenting Variety Seeking in Household Consumption (A2026-133539)
Jiajia Pan, University of Warwick; Miaolei Jia, University of Warwick

How Minority Frontline Employees Shape Solo Customers’ Service Experiences (A2026-133224)
The Khoa Do, Royal Holloway-University of London

How Personalization and Green AI Shape Empowerment, Trust, and Well- Being in AI Food Recommenders (A2026-131914)
Farnazsadat Hosseinchi Sarrafi, Toulouse School of Management; Lars Meyer-Waarden, Toulouse School of Management Research -CNRS University Toulouse 1 Capitole; st�phane salgado, Toulouse School of Management - Universit� Toulouse 1 Capitole

How Political Ideology Shapes Preferences for Human vs. AI Agents (A2026-133930)
Sujeong Hong, Mokwon University

How Retail Choice Architecture Shapes “Green” Consumer Choices in Online Grocery Shopping (A2026-131961)
John Th�gersen, Aarhus University; Darius-Aurel Frank, Aarhus University; Jessica Aschemann-Witzel, Aarhus University

How Salient Intrinsic and Extrinsic Motives in an Actor’s Prosocial Behavior Inspire Observers’ Altruism (A2026-132509)
Francisco Wang, Cambridge Judge Business School, University of Cambridge; Vincent Mak, Cambridge Judge Business School, University of Cambridge

How Sustainability Shapes Financial Brand Value: Comparing Firm-Action Metrics and Consumer-Based Indicators (A2026-133619)
Gabriela Salinas, Universidad Pontificia de Comillas; CARMEN ABRIL, Universidad Complutense de Madrid

How to Improve Literacy in the Digital Age? Evidence from an Online Book Platform (A2026-133064)
Evert de Haan, University of Groningen; Lily (Xuehui) Gao, Stockholm School of Economics; F. JAVIER SESE, University of Zaragoza ESQ5018001G

How to Make Change Feel Smaller: Presenting Change Within the Remaining Status Quo (A2026-134047)
Sepehr Etminanrad, RSM Erasmus University; Mirjam Tuk, RSM Erasmus University; Christophe Lembregts, RSM Erasmus University

How to measure perceived importance of food sustainability: A systematic literature review and scale development (A2026-133859)
Leonore Lendl-Lewisch, University of Natural Resources and Life Sciences, Vienna; Petra Riefler, University of Natural Resources and Life Sciences, Vienna

How Touchpoint Nature Shapes Customer Experience and Behavior: A Reciprocal Perspective (A2026-132804)
Angelina Klink, Trier University; Bernhard Swoboda, Trier University

How Transparent Communication of Dynamic Pricing in Stationary Retail Shapes Consumer Fairness Perceptions and Purchase Intentions (A2026-133781)
Tabea Stilgenbauer, RPTU Kaiserslautern-Landau; STEFAN ROTH, RPTU KAISERSLAUTERN-LANDAU

HOW USING AI SUPPRESSES CONSUMER DISCLOSURE AND WORD OF MOUTH (A2026-134242)
Youjung Jun, Yonsei University; David Finken, TUM School of Management; Jennifer Sun, Yonsei University; Thomas Scheurer, University of Lucerne

How Vulnerability Embodiment Shapes Perceived Empathy Toward Artificial Intelligence in Healthcare (A2026-133603)
Mariana Girão Carrilho, NOVA Information Management School; Diego Costa Pinto, NOVA IMS Lisbon; Saleh Shuqair, Universidad de las Islas Baleares; Marcia Herter, Advance/CSG, ISEG, Universidade de Lisboa; Anna Mattila, School of Hospitality Management, Pennsylvania State University, University Park, Pennsylvania, USA

Human Capital and Algorithms: Determinants of AI Use (A2026-132727)
Teodoro Luque-Martínez, University of Granada (Spain); Luque-Raya Ignacio, University of Granada (spain)

Human Versus AI Design: Why Consumers See the “Human Touch” in Product Design as More Sustainable (A2026-133318)
Barbara Duffek, Georgia State University; Dipayan Biswas, University of South Florida

Human-Centered Solutions to Mitigating Misinformation (A2026-133774)
Giandomenico Di Domenico, Cardiff University; Gita Johar, Columbia University; Kristen Lane, Columbia Business School; Yu Ding, Stanford University; Gizem Ceylan, Fisher College of Business, The Ohio State University; Marta Pizzetti, emLyon Business School

Humanizing Destinations: How Tourists Construct Destination Personality and Gender (A2026-132789)
Nicolas Gerardy, UCLouvain; Nicolas Kervyn, LouRIM CCMS

Humanizing Food Products Through a Collective of Producers : Rethinking Human Presence Beyond the Individual (A2026-134201)
Carolina Werle, Grenoble Ecole de Management; Sonia CAPELLI, University Lyon3, iaelyon School of Management, Magellan Research Lab.

Humanizing Shelf Life: Anthropomorphism as a Moral Trigger for Choosing Near-expired Products (A2026-132520)
Jiajia Liu, The University of Hong Kong; Zhengyu Shi, Shanghai Jiao Tong University; Echo Wan, The University of Hong Kong

I Don’t Buy It: Inferring Environmental Concern from Non-Purchase Choices (A2026-134119)
Camilla Zallot, ESSEC/ESSEC

I know tastes: the role of early taste preferences on the development of the “Unhealthy = Tasty Intuition” (A2026-133147)
Natalia Torres Velderrain, University of Antwerp; Barbara Briers, University of Antwerp

I Promise That You’ll Never Find Another Like Me – Linking Brand Personality and Pop-up Store Visits (A2026-132901)
Lena Kamp, University of M�nster; Iina Ikonen, University of Groningen

Identity Tensions: Role and MBTI-Driven Motivational Conflicts in Social Media Engagement (A2026-133607)
Kateryna Kalynets, University Carlos 3 in Madrid (UC3M)/Lviv Politechnic University (Ukraine); Vladimir Melnyk, Escp Business School

Identity Transformation as a Driver of AI Adoption: The Role of Broad vs. In-Depth Thinking in Manager–AI Collaboration (A2026-133938)
Felix Schakols, University of St. Gallen; Jaeyeon Chung, Rice University; Reto Hofstetter, University of St.Gallen

Immersive Demarketing: Leveraging 360° Videos to Mitigate Tourism Demand at Overtourism Hotspots (A2026-132988)
Nikolay Slivkin, Toulouse School of Management; Linda Hamdi-Kidar, TBS Education; Leila Elgaaied-Gambier, TBS Business School

Impact of Anchors’ Voice Characteristics on Viewer Engagement in Live Streams (A2026-133288)
Qingli Zeng, Hebrew University of Jerusalem; Sandeep Chandukala, Singapore Management University; Hai Che, University of California at Riverside; Lifeng Yang, Shanghaitech University

Impact of Digitalization on Consumer Behavior and Firm Strategy (A2026-132378)
Mimansa Bairathi, University College London; Xu Zhang, London Business School; RAJDEEP GREWAL; Paulo ALBUQUERQUE, INSEAD/INSEAD

Impact of In-Session Price Increases in the Cart on Consumer Behavior: Evidence from an Online Marketplace (A2026-133795)
Domenico Fabrizi, Catolica-Lisbon; Serkan Mehder, University of Colorado Boulder; OVUNC YILMAZ, University of Colorado Boulder/Assistant Professor; Jiankun Sun, Imperial College London; Zifeng Zhao, Notre Dame

Impact Timing versus Magnitude: Consumer Perceptions of Nonprofits' Resource Allocation Strategies (A2026-133807)
Hanife Armut, Koc University; Nazli Gurdamar-Okutur, Koc University; Karen Winterich, Pennsylvania State University; Zeynep Gürhan-Canli, Koç University

Improving the Consumer Journey with Advanced Analytics: Promotion Design, Content Optimization and Decision Algorithms (A2026-133447)
Hong Deng, London Business School; Sebastian Gabel, Rotterdam School of Management; Sibo Zhang, University of New South Wales; Bas Donkers, Erasmus University

Influence of CEO Compensation Peers on a Firm’s Strategic Emphasis (A2026-133588)
Tushmit Hasan, St. Edward's University; Joon Kong, Stevens Institute of Technology; Muhammad Mollah, California State University, Los Angeles; Girish Mallapragada, Indiana University Bloomington

Influencing the Green Shift: Understanding Influencer Effectiveness in Plant-Based Lifestyle Engagement on Instagram (A2026-132839)
MARIA AHMAD, Aarhus University, Denmark; Susanne Pedersen, Aarhus University; Lina Jacobsen, Aarhus University/MAPP Centre; Jessica Aschemann-Witzel, Aarhus University

Infoodmation: Decoding marketing and media’s role in shaping healthy and sustainable food choices (A2026-132484)
Susanne Pedersen, Aarhus University; Hannah Boen, KU Leuven; Simone Mouritzen, Department of Management at Aarhus University; Alina Both, Department of Management / Aarhus University / Aarhus BSS; Yara Qutteina, Institute for Media Studies, KU Leuven

Information Provision, Attention, and Consumer Behavior (A2026-132662)
Arash Laghaie, Nova School of Business and Economics; Sergey Turlo, Goethe University Frankfurt; Ali Goli, University of Washington; Eduard Boehm, London School of Economics; Ana Martinovici, Erasmus University, Rotterdam School of Management

Innovation, But Make It Responsible: A New Take on Co-Creation in NPD (A2026-134057)
Lamis Alshalabi, INSEEC Grande Ecole, OMNES Education, COACTIS Lyon, France; Florence JEANNOT, INSEEC School of Business & Economics; Dampérat Maud, Univ. Lyon 2, COACTIS; ELINE JONGMANS, Univ. Grenoble Alpes, Grenoble INP, CERAG, Grenoble, France

Integrating affective and behavioral nudges to promote healthy eating: Evidence from online and field experiments (A2026-133048)
Jaewoo Park, Chuo University; Takashi Teramoto, Chuo University

Intermediaries as Keymakers: Connecting Marketing Research and Practice (A2026-132799)
Rafael Tietze, University of Bremen; Michael Schade, University of Bremen; Kristina Klein, University of Bremen/markstones Institue of Marketing, Branding & Technology; Marieke Schewe, University of Bremen; Rico Piehler, Macquarie University; Ralf Wilden, Macquarie University

International Brand Activism: Translating Sexual‑Health Communication Across Institutional Contexts (A2026-134284)
Francesca Avallone, University of Sannio

Interventions for Promoting Cycling in Cities: Development of a Taxonomy of Policy Measures (A2026-133838)
Phil Petri, TU Braunschweig; Christof Backhaus, TU Braunschweig/Institute for Marketing

Investigate the Cross-modal Influence of Face Prominence and Voice on Commercial Video Sales Performance (A2026-133557)
Tianqi Yang, King's College London; Elisa Schweiger, King's Business School, King's College London; Oguz Acar, King's Business School; Dhruv Grewal, Babson College

Is All Fair in Sustainability Policy? Heterogeneous Consumer Responses to a Single-Use Plastic Tableware Policy and Repeal (A2026-134289)
Stav Rosenzweig, Ben-Gurion University of the Negev

Is Co-Creative Brand Building a Risky Business? A systematic literature review (A2026-133581)
Dennis Wobnik, University of Twente

Is Fast Fashion a Collective Consumption Trap? Evidence from Individual and Collective Valuations (A2026-134238)
Birgit Stoltenberg, Nuremberg Institute for Market Decisions; Franchessca Guillen Rivera, Friedrich-Alexander-Universität Erlangen-Nürnberg; Francisco Layrisse, Friedrich-Alexander-Universität Erlangen-Nürnberg

Is Luxury Brand Image Diluted by Second-Hand Luxury Retailers? (A2026-131729)
Huifeng Bai, Liverpool John Moores University; Vito Tassiello, Rome 3 University; Yan Sun, Oxford Brookes University ; Jin Shi, Saitama University, Japan

Is New Really Always Better? How Technology Novelty Shapes Shopping Value in Physical Retail Stores (A2026-134137)
Max Pisek, University of Goettingen; Waldemar Toporowski, University of Goettingen

IS PRIME PRIMING? EXPLORING CUSTOMER JOURNEYS ON AMAZON BRAND STORES (A2026-132441)
Giada Salvietti, University of Parma, Italy; MARTA FRASQUET; Cristina Ziliani, University of Parma, Italy; Marco Ieva, University of Parma

It’s just a tiny label… or not? How AI labels can backfire in communication (A2026-132980)
Marie Berner, Kiel University; Petra Dickel, Kiel University of Applied Sciences

It’s Not Always Effective to Position Brands Against Large Competitors (A2026-133688)
Frederik Feri�, University of M�nster; Eliza Starke, Bielefeld University of Applied Sciences and Arts/University of Münster

Judgments of Marketing Ethics in Times of Trouble (A2026-134071)
Yvetta Simonyan, University of Bath; Craig Smith, INSEAD

Keeping Healthcare Pure: How the Science–Religion Opposition Lay Belief and Purity Preference Influence Integrative Care Aversion (A2026-132478)
SYLVIA VON WALLPACH; Aulona Ulqinaku, Carlo Cattaneo University - LIUC; Thyra Thomsen, Copenhagen Business School; Gülen Sarial Abi, Copenhagen Business School

Keeping or Breaching the Promise: A closer look into the “blind spots” of hospitality industry servicescapes (A2026-134087)
MARKOS TSOGAS, University of Piraeus; Kalipso Karantinou, Athens University of Economics & Business; Marina Kyriakou, University of Piraeus; Maria Psimouli, ACG; Athanasios Gkaintatzis, Athens University of Economics and Business; Katerina Papakonstantinou, University of Piraeus

Keeping the distance – the role of attachment orientations for customer engagement. (A2026-134217)
Daniel Kreimer, University of Graz; Thomas Foscht, Karl Franzens University of Graz; Andreas Eisingerich, Imperial College Business School; Lukas Stoppacher, University of Graz

Labeling for Mindful Consumption: The Effect of Look-Smell-Taste Labeling on Waste-Preventive Consumption Intention (A2026-134267)
Anne-Christelle Lago, University of Goettingen; Yasemin Boztug, University of Goettingen

Letters of Luxury: How Orthographic Patterns Shape Willingness to Pay and Brand Perceptions (A2026-134276)
Iman Ahmadi, University of Warwick; Hamid Shaker, Nottingham Trent University; Babak Taheri, Department of Hospitality, Hotel Management & Tourism, Texas A & M University

Leveraging Continuity: Toward a Typology of Transgenerational Brands (A2026-132678)
Aliz�e Cez, Aix-Marseille Universit�, CERGAM, IAE Aix-Marseille; Aurélie KESSOUS, Aix Marseille Univ, Université de Toulon, CERGAM, Aix-en-Provence, France; Fanny Magnoni, Aix-Marseille Université, CERGAM, IAE Aix-Marseille

Life Transitions and Events: Food Management Practices and Eating Behavioural Changes (A2026-134086)
Silvia Zunica, Roma Tre University; Martina Toni, Roma Tre University; Ludovica Principato, Roma Tre University/Roma Tre University

Linking Behavioral Constructs and Choice Modeling: An Integrated Choice and Latent Variable Approach to Explain Choice Behavior in Mobile Plans (A2026-132320)
Jasmin Ebert-Pappert, University of Applied Sciences Wiesbaden; Till Dannewald, Wiesbaden Business School

Listening to the Wind of Slack Change: The Influence of Salary Proximity on the Pain of Payment and Purchase Likelihood (A2026-134149)
Chiara Pfeiffer, University of Goettingen; Yasemin Boztug, University of Goettingen; Steffen Jahn, Martin Luther University Halle-Wittenberg

LLM-Based Intelligent Agents and Automation: A TCM-Guided Review of Research in Marketing (A2026-134227)
Silvio Miranda Fillho, Federal University of Goias; Ricardo Limongi, Federal University of Goias, Brazil; Luis Martinez, Nova School of Business and Economics, Universidade Nova de Lisboa/NIF: PT501559094

Local Performance Effects of E-Commerce Firms’ International Adaptation of Offers, Services, and Delivery: The Role of the Strategy Tripod (A2026-132487)
Adrian Schütz, Trier University; Bernhard Swoboda, Trier University

Local residents’ perceptions of sustainability of peer-to-peer accommodation in their neighborhood (A2026-133433)
Filipa Marušić Tomić, University of Klagenfurt/University of Split; SONJA GRABNER-KRÄUTER, Alpen-Adria-Universität Klagenfurt

Loss Aversion, Business Resilience and Firm Performance in Thai Small and Medium Enterprises: An Upper Echelons Theory Perspective (A2026-131732)
kedwadee Sombultawee, Thammasat University

Love in the Time of Overconsumption: Why Purpose-Oriented Branding Extends Product Ownership Duration (A2026-134138)
Steffen Baecker, IE University/Fundación IE - G-81711459; Dilney Gonçalves, IE Business School – IE University; David Santos Velasco, IE Business School

Making Responsible Innovation Work: A Sensemaking Model for Market-Driven Small and Mid-Sized Firms (SMEs) (A2026-132022)
Marcelo de la Cruz Jara, Ludwig-Maximilians-Universität München/Ludwig-Maximilians-Universität (LMU) München; Jelena Spanjol, Ludwig-Maximilians-Universität (LMU) Munich; Lisa Welzenbach, Ludwig-Maximilians-University Munich, Institute for Innovation Management

Making VR research work: Opportunities and Challenges of VR research for Marketing (A2026-132843)
Dasha Kolesnyk, University of Amsterdam; Yvonne Everdingen, Professor of Marketing and Innovation, RSM Erasmus University; Thorsten Hennig-Thurau, University of M�nster; Jason DiPalma, Aarhus University; Darius-Aurel Frank, Aarhus University

Managing Online Reviews for Business Impact (A2026-133914)
Leif Brandes, University of Lucerne; Tobias Schlager; Sanjana Rosario, Columbia University; Jasmine Gould, University of Luzern; Marton Varga, Bocconi University

Mapping Consumer Psychological Barriers to Sustainable Eating: A Segment-Based Analysis of Meat Attachment and Food Neophobia (A2026-134241)
Wiesje Deschuytter, Ghent University; Nicky Coucke, Ghent University; Iris Vermeir, ghent university; Hendrik Slabbinck, Ghent University

Mapping Discrepancies in Destination Image: A Cognitive-Affective-Experiential Approach (A2026-132503)
Itsaree Khumtaveeporn, Umeå School of Business, Economics and Statistics (USBE), Umeå University; Elin Nilsson, Umeå School of Business, Economics and Statistics, Umeå University,/CERUM - Center of Regional Studies, Umeå University;; Siarhei Manzhynski, Umeå University

Mapping the gaps in customer education: A review of scales, contexts, and future directions (A2026-131939)
Mai Uno, Faculty of Economics, Gakushuin University; Nguyen Chau, Waseda University

Market Coverage Decisions through the lens of Business and Marketing Strategy (A2026-134296)
Marina Kyriakou, University of Piraeus; MARKOS TSOGAS, University of Piraeus

Market Orientation and Corporate Responsible Innovation: Cross-cultural Empirical Study of Germany, Japan and the U.S. (A2026-133624)
Maximilian Bauer, Catholic University of Eichstätt-Ingolstadt; Shashi Matta, Catholic University of Eichstätt-Ingolstadt; Tomoko Kawakami, WASEDA UNIVERSITY; Linda Hamdi-Kidar, TBS Education

Market-Mediated Self-Transcendence through Spiritual Services (A2026-134125)
Carina Witte, Paderborn University; Lena Steinhoff, Paderborn University; Katharina Husemann, King's College London

Marketers at the Top: The Value of Corporate Marketing Leadership (A2026-131864)
Bernard Jaworski, Claremont Granduate University; Shekhar Misra, University of Galway; Christophe Haon, Toulouse Business School; Lily (Xuehui) Gao, Stockholm School of Economics; Mariia Koval, IESEG School of Management

Marketing & Public Policy I: Digital Platforms and Retail Markets (A2026-133744)
Klaus Miller, HEC Paris; Pavel Kireyev, LSE; Tommaso Bondi, Cornell; Davide Proserpio, University of Southern California; Michelangelo Rossi, HEC Paris

Marketing & Public Policy II: Privacy, Sustainability, and Polarization (A2026-133796)
Klaus Miller, HEC Paris; Michelangelo Rossi, HEC Paris; MAX PACHALI, Tilburg University; BERND SKIERA, Goethe University Frankfurt, Germany; Ozge Demirci, Imperial College London

Marketing and the Macroeconomy (A2026-132926)
Dominik Papies, University of T�bingen; JULIAN RUOFF, University of Tübingen; Barbara Deleersnyder, University of Tilburg; Bastiaan Van Houten, Tilburg University; Harald van Heerde, University of New South Wales Sydney

Marketing for a Better World: When and Why Informational Nudges Drive (or Derail) Sustainable and Prosocial Consumer Behavior (A2026-134095)
Mohammad Rizky Nur Iman, Coventry University; Yi Zhang, Wageningen University & Research; Pascal G�nt�rk�n, Vienna University of Economics and Business; Karun Tangri, Toronto Metropolitan University

Marketing Healthcare: The Case of Parental Vaccine Hesitancy (A2026-134219)
Adina Robinson, University of New England; Ajay Kohli, Georgia Tech

Marketing of the Unmentionables: Developing a Conceptual Framework of Taboo Products (A2026-134035)
Rocio Mart�nez Moraleda, IESE Business School; Elena Reutskaja, IESE Business School; Jennifer Argo, University of Alberta

Marketing Socially Responsible Brands through Multinational Enterprises’ Governance of Conflict Minerals and Global Sustainable Development (A2026-134319)
Sourav Borah, Indian Institute of Management Ahmedabad; Anirban Adhikary, Indian Institute of Management Udaipur; Amalesh Sharma, Mays Business School, Texas A&M University

Marketing Strategy in Action: Disclosure, Spillovers, Strategic Differentiation, and Brand Refreshment (A2026-133185)
Larisa Kovalenko, University of Texas at San Antonio; Nooshin Warren, University of Arizona; Stefan Wuyts, Penn State University; Amirhossein Sabooni Asrehazer, Ivey Business School; Kersi Antia, Ivey Business School at Western University; Yashoda Bhagwat, Texas Christian University; Shekhar Misra, University of Galway; Ben Lee, Pennsylvania State University, Behrend; Saurabh Mishra, George Mason University; Sudha Mani, Monash University; Kenneth Wathne, University of Stavanger/University of Stavanger & BI Norwegian Business School

Marketing the Unseen: Ignoring Same-Day Visitors Damages Destination Strategy (A2026-133969)
Magali Dubosson, HEG Fribourg / Hes-so; Samuele Meier, Haute école de gestion de Fribourg; Marilyne Pasquier, HEG Fribourg / Hes-so

Marketing’s Financial Impact: How Executives, Pricing and Customers Shape Firm Value (A2026-133885)
Paul Seehawer, Goethe University Frankfurt; Andr� Tomano, Maastricht University; Stepan Gogolev, Maastricht University; Alexander Edeling, KU Leuven

Match Frictions and Engagement: Two-sided Matching for Digital Business Mentoring in Emerging Markets (A2026-134184)
Soniya Gupta-Rawal, University of Cambridge/Judge Business School, University of Cambridge; Ahmed Khwaja, University of Cambridge Judge Business School; Jaideep Prabhu, University of Cambridge

Match Me If You Can – Exploring similarity effects in robo-advisor design (A2026-133294)
Vanessa Znidaric, Seeburg Castle University; Sarah Wegner, Seeburg Castle University; MAGDALENA BEKK, Seeburg Castle University

Me, Myself, and Others: Augmented Reality Increases Public Self-Consciousness and Socially Desirable Choices (A2026-133110)
Kim Uhlendorf, German Sport University Cologne // University of Cologne; Sebastian Uhrich, German Sport University Cologne; Kristin Diehl, University of Southern California

Measuring Belief in Quantification (A2026-133244)
Christine Defever, Ghent University; Maggie Geuens, Ghent University; Mario Pandelaere, Virginia Tech

Measuring Consumer Xenocentrism: A Comparative Analysis of Four Multi-Item Scales (A2026-133089)
Maria Montanari, University of Vienna; Felipe Zambaldi, Funda��o Getulio Vargas�s Sao Paulo School of Business Administration (FGV EAESP); ADAMANTIOS DIAMANTOPOULOS, University of Vienna

Mediation Strategies: The Role of Consumer Control in Complaint Handling (A2026-133974)
M. Deniz Dalman, emlyon business school; Subimal Chatterjee, Binghamton University

Message Effectiveness and Psychological Profiling for Lifetime-Time Income Products (A2026-132601)
Pat Auger, Melbourne Business School; Jody Evans, Melbourne Business School

Meta-Analytic Generalizations in Marketing (A2026-133979)
TAMMO BIJMOLT, University of Groningen; Yiming Li, University of Lucerne; Simon Hazée, UCLouvain, LouRIM; Christian Winter, Friedrich-Schiller-Universität Jena; Jacob Schjødt, Copenhagen Business School

Micro-Influencer-Driven Digital Philanthropy: A Case Study of Micro-Influence for Good in Singapore (A2026-133605)
Lukasz Swiatek, UNSW; Kevin Kok-Yew Tan, Singapore Management University; Suwichit Chaidaroon, The University of Melbourne

Mind the Gap: How LLMs Identify, Update, and Represent Brands After Repositioning (A2026-134060)
Andreas Hamann, University of Mannheim; P. K. Kannan, University of Maryland; Florian Stahl, University of Mannheim

Minimally Indulgent: How Consumer Minimalism Signals High Self-Control (A2026-134007)
Stephanie Flout, EM Normandie Business School; Xiaoyan Deng, The Ohio State University; Yunhui Huang, School of Business Hong Kong Baptist University; Qiang Zhang, Chinese University of Hong Kong

Misinformation (A2026-132875)
Andrea Bublitz, University of Basel; Anne-Sophie Chaxel, HEC Paris; Yongkun Liu, Bocconi University; Jana Möller-Herm, Berlin University of the Arts

Misinformation salience reduces advertising effectiveness (A2026-133079)
Giandomenico Di Domenico, Cardiff University; Yu Ding, Stanford University; Gita Johar, Columbia University

Mitigating Generative AI Hallucinations (A2026-133661)
Shubhranshu Singh, Johns Hopkins University

Mobilising Consumers Against Modern Slavery: The Role of De/Humanisation (A2026-131890)
Michal Carrington, University of Melbourne; Andreas Chatzidakis, Royal Holloway, University of London; Deirdre Shaw, University of Glasgow

Modelling the Implications of Perceived Family-Work on Salespeople’s Job Performance (A2026-131891)
Spiros Gounaris, Universtiy of Strathclyde; Ahmed Almoraish, Cardiff University

Moral Accountability in the Face of Human and AI Misconduct: Moral Emotions and Consumer Punishment of Companies (A2026-133112)
Jacqueline Veith, Johannes Gutenberg-Universit�t Mainz; Frank Huber, Johannes Gutenberg University Mainz

Moral Emotions as Pathways Linking Environmental Self-Identity and Sustainable Store Preference (A2026-132437)
Lay Peng Tan, Macquarie University; Riza Casidy, Macquarie University; Denni Arli, University of Tasmania

Moral Intensity and Tourist Perceptions at Holocaust Sites: Unpacking the Moral Dimensions of Dark Tourism (A2026-132837)
Robert Thomas, Cardiff University; Carmela Bosangit, Cardiff University; Shilpa Iyanna, Northumbria University

More Than Green: How Convenient Benefits Influence Edible Cutlery Perceptions (A2026-133404)
Carolina Werle, Grenoble Ecole de Management; Marie Schill, Université Jean Monnet, Saint Étienne, France/Coactis

Motivators, Implementation Stages, and Outcomes of Collaborative Market-Driving Strategy in Emerging Markets: Lessons from Sri Lanka (A2026-131867)
Ioannis G. Theodorakis, Paris School of Business; Herman Mahendra Abeykoon, Prague University of Economics and Business; Efthymia Kottika, Prague University of Economics and Business; Miroslav Karlíček, University of Economics, Prague; Marek Hudík, Prague University of Economics and Business

Navigating Algorithmically Constructed Romantic Landscapes (A2026-132411)
Jamie Smith, EAESP-FGV; Stefania Mas�, Ipag Business School; Alisa Minina Jeunema�tre, emlyon business school

No Face, No Effect: AI-Acceptance, Not “Human vs. Robo,” Moves the Money (A2026-133901)
MAGDALENA BEKK, Seeburg Castle University; Johannes Zaunschirm, Seeburg Castle University; Matthias Spörrle, Seeburg Castle University

Not all Edits are Equal: How Body and Facial Manipulation Disclosure Shape Consumer Responses (A2026-133786)
Rania Semaan, American University of Sharjah; Stephen J. Gould, Baruch College, The City University of New York; BRUNO KOCHER, University of Neuchâtel

Not All Green Is Good: Segmenting Tourist Reactions to Destination CSR Signals (A2026-134278)
Diego Coppola, University of Salento/University of Portsmouth; M. Irene Prete, University of Salento; Gianluigi Guido, University of Salento; Antonio Mileti, University of Catania

Nudging generosity: Examining teasing messaging on influencing altruistic consumer behaviour in conservation donation campaigns (A2026-133396)
Jialin (Snow) Wu, Huddersfield Business School, University of Huddersfield; Yucheng Li, Department of Marketing, City University of Hong Kong

Omnichannel Experience and Customer Behavior: Their Impact on Non-Monetary Customer Value (A2026-134008)
Ildikó Kemény, Corvinus University of Budapest; JUDIT SIMON, Corvinus University of Budapest

Omnichannel Integration, Trust, and Purchase Intention: Evidence from Silicon, Hybrid Digital-Twin, and Human Experiments (A2026-133770)
Walter Assis, Universidade Federal do Espírito Santo - UFES; MARCELO BRANDAO, Federal University of Esp�rito Santo; Lelis Espartel, IADE - Universidade Europeia/CETRAD - Centre for Transdisciplinary Development Studies; Arthur Sarcinelli, Lus�fona University; Ricardo Limongi, Federal University of Goias, Brazil

On Combining Replication Approaches for Better Consumer Behavior Insights (A2026-133456)
Lennart Kehl, Goethe University Frankfurt

One Size Does Not Fit All: Gender-Targeted Nudges for Sustainable Consumer Behavior (A2026-132774)
Lukas Miedzinski, University of Mannheim; Sabine Kuester, University of Mannheim; Aleksandar Blečić, Copenhagen Business School

Opalite AI: Blurring the Boundaries Between Artificial and Human Intelligence (A2026-131904)
MICHAEL HAENLEIN, ESCP Business School/University of Liverpool Management School; Valentina Pitardi, Surrey Business School; Janina Garbas, ESCP Business School; Anouk Bergner, University of St. Gallen; P. K. Kannan, University of Maryland

Optimal Age for Business Profile Effectiveness (A2026-134161)
Clara Galle, Brandenburg University of Technology; Florian Dost, Brandenburg University of Technology

Orchestrating for sustainability: A dynamic capabilities lens on multi-stakeholder innovation networks (A2026-133833)
Lisa Martinez Sanchez, University of Antwerp; ANNOUK LIEVENS, University of Antwerp - Faculty of Business and Economics; Nathalie Dens, University of Antwerp

Orchestrating Luxury Brand Embodiment in Contemporary Markets: A Distributed Perspective (A2026-133729)
Clara Lecerf, ESCP BS; Luca visconti, Università della Svizzera italiana; Benjamin Voyer, ESCP Business School

Orchestrating Service Innovation: A Service-Dominant Logic Perspective on Strategic Ties (A2026-132462)
Yansong Hu, Warwick Business School

Organizational AI Capabilities Fostering Service Innovation: A Multi-Method Qualitative Approach on KIBS perspectives (A2026-134026)
David Uhrin, Corvinus University Of Budapest; Mirk� G�ti, Corvinus University of Budapest

Overcoming the Uncanny Valley: Android vs. Humanoid Robots in Online Hotel Booking (A2026-132024)
Yiping (Amy) Song, NEOMA Business School; Yunqi Su, NEOMA Business School; Lu Lu, Temple University; Peng Zuo, Shanghai University of International Business and Economics

Perceived Brand Sustainability: Conceptualization and Development of a Multidimensional Measurement Scale (A2026-133164)
Marina THIÉBAULT, ESCP Business School; Julien Schmitt, ESCP Business School, Paris; Desmichel Perrine, ESCP Business School/ESCP Business School; Florent Girardin, Ecole hôtelière de Lausanne, HES-SO University of Applied Sciences and Arts Western Switzerland

Peso vs. Dollar, Same Promo? BNPL, FX Transparency, and Gen Z Fairness (A2026-131952)
FRANCISCO GUZMAN MARTINEZ, TEC DE MONTERREY/ITE430714KI0

Pet Adoption and Consumer Variety Seeking: Spillover Effects and Dog–Cat Differences (A2026-132849)
Jiajia Pan, University of Warwick; Miaolei Jia, University of Warwick

Plant-Based versus Vegan Labels: The Role of Perceived Restrictiveness in Sustainable Food Choices (A2026-134038)
CHARLOTTE FRANKEN, University Of Antwerp; Nathalie Dens, University of Antwerp; Ingrid Moons, University of Antwerp; Barbara Briers, University of Antwerp

Platform-Dependent Persuasion: How Peer- and Firm-Generated Cues Shape Refurbished Product Evaluation (A2026-132846)
Leah Speier, University of Hohenheim; Verena Hüttl-Maack, University of Hohenheim

Players’ Awareness of In-Game Advertising: New Insights from FIFA22 case study. (A2026-133207)
Aya Elesawy, Glasgow Caledonian University/Damietta University; Paul Chapman, The Glasgow School of Art; Steve Love, The Glasgow School of Art

Please Don’t Change the Music: How Background Music Coherence Enhances Flow, Credibility, and Persuasion in Podcast Advertising (A2026-133720)
Maria Antonietta Raimondo, University of Calabria; Ludovica Serafini, University of Salento - UniSalento; Ernesto Cardamone, San Raffaele Rome University; Gaetano Miceli, University of Calabria

Pod me maybe: how Self-Disclosure attracts Lonely Listeners through Parasocial Relationships (A2026-132956)
Ludovica Serafini, University of Salento - UniSalento; Luigi Monsurrò, University of Modena and Reggio Emilia | UniMoRe; Martina Di Cioccio, LUISS Guido Carli University

Portfolio for Good: How Diverse Cause Offerings Enhance Charitable Giving (A2026-132812)
Wanyue Li, Hong Kong Metropolitan University; Jiarui Sui, Shandong University; Xuan Zhang, Hebei University of Technology

Positioning High- and Low-Status Brands in Social Media: The Potential of Communication Style (A2026-134300)
Magdalena Laner, MCI The Entrepreneurial School; Kristina Harthaller, MCI Innsbruck; TIM BÖTTGER

Preserving Cultural Heritage in the Place Branding Field: A New Lineup of Predictors and Moderator of Craft Consumption (A2026-132334)
Christian Munaier, Tecnologico de Monterrey; Anil Yasin Ar, Tecnologico de Monterrey; Jose Mazzon, University of Sao Paulo; Reyna Aguilera, Tecnológico de Monterrey

Pretty Stories, Ugly Truth: Implicit Processing Disfluency Between Positive Messages and Visual Imperfections of Ugly Produce (A2026-132840)
Alexa Rudolf, Corvinus University of Budapest; Akos Varga, Corvinus University of Budapest

Pricing research in tourism: from dynamic to algorithmic (A2026-133307)
ATHINA NELLA, HELLENIC OPEN UNIVERSITY; Konstantinos Salpasaranis, Hellenic Open University; Evangelos Mavrikakis, Hellenic Open University

Pricing Strategies for Sustainable Consumer Behavior: A Systematic Review (A2026-134205)
Simon Muetze, University of Wuerzburg; Alexander Mauer, University of Wuerzburg; Jana-Kristin Prigge, University of Wuerzburg

Privacy Literacy in Europe: Current Status and Its Implications (A2026-133779)
BERND SKIERA, Goethe University Frankfurt, Germany; Maximilian Althaus, Goethe University Frankfurt; Jan Bischoff, Goethe University Frankfurt

Privacy-by-Design Virtual Influencers: Algorithmic Disclosure, Ownership Labels, and Consent UX (A2026-131595)
Tilen Pigac, Hong Kong Metropolitan University

Private Beliefs, Public Brands: Navigating the Backlash to Brand Activism (A2026-133981)
Geetanjali Saluja, University of Technology Sydney; Nitika Garg, UNSW Business School

Processed Enough? Why Summaries Seem More Credible Than Lists (A2026-134306)
Alice Margonari, Bocconi University; HEEYOUNG YOON, Imperial College London; Yu Ding, Stanford University

Processing Fluency Influences Future Probability Judgments (A2026-132554)
Svenja Winkler, Goethe University Frankfurt; JAN LANDWEHR, Goethe University Frankfurt

Product Brand Autonomy and Stakeholder Orientation: Corporate and Brand Social Responsibility in House-of-Brands Firms (A2026-134266)
Conrad Homm, WHU � Otto Beisheim School of Management; Anna-Karina Schmitz, WHU - Otto Beisheim School of Management; Peter Liebens, WHU - Otto Beisheim School of Management

Product Positioning and Polarization in the Demand for Local News (A2026-132609)
Jason Zhao, Purdue University

Product Recall Effectiveness – An Early Indicator of Firm Performance (A2026-133856)
Jan von Schlieben-Troschke, Freie Universit�t Berlin (FU Berlin); Setareh Heidari, Freie Universit�t Berlin; Sascha Raithel, Freie Universität Berlin; Alexander Mafael, Stockholm School of Economics; Stefan J. Hock, University of Connecticut

Prominence Paradox in Pop-up Store: When high brand prominence reduces brand attitude in store but increases brand attitude in social media (A2026-134265)
Nayoung Yoon, Department of Marketing, Aalto University; Anastasia Nanni, Aalto Business School

Promoting Sustainable Consumption: Field Evidence and Novel Methods (A2026-133016)
Shuangyuan Wei, Rotterdam School of Management, Erasmus University; Johanna Palcu, Vienna University of Economics and Business; Sjoukje Goldman, Amsterdam University of Applied Sciences; Sophie Berghueser, Ludwig-Maximilians-Universität München

Providing strong evidence for environmental claims in advertising: The moderating role of language complexity (A2026-132627)
CECILIE STAUDE, BI Norwegian Business School/Kristiania; Fred Selnes, BI Norwegian Business School

Public Sentiment toward Personalized Recommendation System: Evidence in Chinese Social Media (A2026-131869)
Lewis Bingwen Huang, University of Macau; Joseph Sy-Changco, University of Macau

Reading the room to launch the right campaign at the right time: Using social media conversations to maximize campaign engagement. (A2026-134077)
Sumon Chaudhuri, WU Vienna; Madhav Arora, ESSEC Business School; Arnaud De Bruyn, ESSEC Business School; Marc Mazodier, ESSEC Business School; Raoul Kübler, ESSEC Business School

Real-time viewer comments in live streaming e-commerce (A2026-134118)
Dingning Liu, Monash University; Junzhao Ma, Monash University; Shanfei (Sophie) Feng, Monash University

Realism's Emotional Edge in AI-Generated Pet Food Ads: Mediating Effects on Purchase Intention (A2026-134269)
Thomas Reichstein, BTU Cottbus-Senftenberg; Florian Dost, Brandenburg University of Technology

Rebuilding Reputation Through New Product Introductions Following Environmental, Social, and Governance Penalties (A2026-132340)
Lesman Ghazaryan, Grenoble Ecole de Management; Mariia Koval, IESEG School of Management; Stacey Howard-Malek, University of Idaho; Koen Pauwels, Northeastern University

Recognising Ourselves in AI: Socially Intelligent AI Companions, Congruence, and Mental Well-Being (A2026-133735)
Ana Javornik, University of Bristol; Amani Alabed, ‪University of Doha for Science and Technology; Rebecca Casey, Newcastle University; Diana Gregory-Smith, Newcastle University

Reconceptualizing Ecological Value in Transformative Sport Tourism: An Inclusive Public Sector Marketing Approach to Consumer Wellbeing and Public Health (A2026-133590)
Rafailia Nikoletta Kallioupi, National and Kapodistrian University of Athens; George Lekakos, Athens University of Economics & Business; George Tsourvakas, National and Kapodistrian University of Athens

Reconstructing Authenticity in Synthetic Media: Conceptualising the Impact of Deepfake Realism and Novelty on Advertising Value, Trust, and Engagement (A2026-134297)
AHMED GEEBREN, Northumbria University; Shenaz Rangwala, Northumbria University

Recycled vs. Recyclable: How Retail Context Shapes Consumer Response to Sustainability Claims (A2026-133514)
Sukki Yoon, Bryant University; Kacy Kim, Bryant University; Sharmin Attaran, Bryant University; Teresa McCarthy Byrne, Bryant University; Eun Kang, Bryant University

Reduced vs. Recyclable: The Effect of Minimal Packaging Style on Consumer Response to the Brand (A2026-132241)
(Joyce) Jingshi Liu, Bayes Business School, City, University of London; Li YAN, University of Macau; Kyle Murray, Lazaridis School of Business and Economics

Reflexive Insights into Value-Based and Affective Drivers of Eco-Labelled Apparel Purchase Intention (A2026-133005)
Ayhanim Acar, UNIVERSITY OF WESTMINSTER; Charles Chi Cui, University of Westminster; Oladunni Omebere-Iyari, Alliance Manchester Business School, The University of Manchester

Reframing Attention: A Critical Review of Marketing’s Role and Agenda for Future Research (A2026-133756)
Brigitta Pasqualetto, Università di Bologna; Annamaria Tuan, University of Bologna - Department of Management; Marco Visentin, University of Bologna

Regulating Ultra-Processed Foods: How Fiscal and Informational Policies Shape Product Composition and Marketing Strategy (A2026-134314)
Marcos Silva, Faculdade Instituto de Administra��o; ANDRES RODRIGUEZ VELOSO, University of Sao Paulo; Marcelo Silva, University of São Paulo; Guilherme Shiraishi, Universidade de S�o Paulo

Reinforcement Learning Based Computationally Efficient Conditional Choice Simulation Estimation of Dynamic Discrete Choice Models (A2026-133656)
Sonal Srivastava, University of Cambridge; Ahmed Khwaja, University of Cambridge Judge Business School

Relationship Between Video Content and Audience Engagement: Evidence from BiliBili Power Uploader 2024 (A2026-133189)
WEI JIE LAI, University of Macau; Lancy Mac, University of Macau

Rescued or Rejected? The Contradictory Impact of “Rescued” Claims on Consumer Evaluations of Upcycled Foods (A2026-134040)
Ahmet Samet Erg�n, University of Goettingen; Yasemin Boztug, University of Goettingen; Steffen Jahn, Martin Luther University Halle-Wittenberg

Research Based on AiMark Data: Using household panel data to model advertising wear-out, policy effectiveness and the consequences of researcher decisions (A2026-134251)
Oliver Koll, University of Innsbruck; bernadette van ewijk, university of amsterdam business school; Hans Risselada, University of Groningen; Karin Teichmann, University of Innsbruck; Harald van Heerde, University of New South Wales Sydney

ResearchChatAI: An Open Source, Easy to Use Platform for Customizable Conversational AI Experiments (A2026-134049)
Marc Becker, Maastricht University; David de Jong, Vrije Universiteit Amsterdam; Roman Briker, Maastricht University; Jonas Heller, Maastricht University; Dominik Mahr, Maastricht University; Dhruv Grewal, Babson College

Responsible consumption by responsible users: What is the role of technology as a mediator (A2026-133204)
Alex HAMARD, Groupe ESPI

Responsible Retailing (A2026-133799)
Carsten Schultz, University of Hagen; Nadine Schr�der, HSBI/WU Vienna University of Economics and Business; Friederike Paetz, Anhalt University of Applied Sciences; Ellen Van Droogenbroeck, Vrije Universiteit Brussel; Simoni Rohden, NOVA Information Management School (NOVA IMS); Dore�n Pick, University of Applied Sciences Merseburg

Retail Competition Under Pressure: Branding, Pricing, and Consumer Response (A2026-133818)
Gokhan Yildirim, Imperial College London; Shuba Srinivasan, Boston University, Questrom School of Business; Lina Altenburg, Erasmus University Rotterdam; KRISTOPHER KELLER; Greta Siracusa, LIUC - Universit� Cattaneo; Lijing wang, Imperial College London

Retailer trust and cookie transparency: Drivers of intention of withholding personal data (A2026-133301)
Dore�n Pick, University of Applied Sciences Merseburg

Retailing at the Margins: Evidence-based Insights from Emerging Markets (A2026-132540)
Iris Steenkamp, Bocconi University; Magda Hassan, University of Manchester; Juan Espinosa Balbuena, London Business School; Soniya Gupta-Rawal, University of Cambridge/Judge Business School, University of Cambridge

Revealing the creator: How AI and human picture disclosures shape perceived creator warmth, competence and overall attitudes towards the ad (A2026-132880)
Maria Mårtensson, Stockholm School of Economics

Reversing the Good-Better-Best Sequence - Don’t Save the Best for Last (A2026-133771)
Henrike Pudlik, University of Hamburg; Kai Widdecke, University of Hamburg; Lisa Joerg, University of Hamburg

Revisiting Signals that Influence Consumer Decision-Making: From Information Search to Behavioural Commitment (A2026-133168)
Mengyun Hu, Newcastle University; HAIYAN LU, Newcastle University/Newcastle University; Savvas Papagiannidis, Newcastle University Business School

Revisiting the Customer Journey for Vulnerable Consumers (A2026-134078)
Milena Micevski, Copenhagen Business School; Nina Michaelidou, Loughborough University; Stefan Markovic, NEOMA Business School; Josephine Kronow, Copenhagen Business School/Copenhagen Business School; Julie Frantsen, Copenhagen Business School/Copenhagen Business School

Riding the Emotional Wave: How Content Emotions and Emotional Context Drive Brand Engagement on Social Media (A2026-133861)
Berk Ataman, �zye?in University; Begum Sener, John Molson School of Business, Concordia University; Ezgi Akpinar, Sabanci University

Robots Make Humans Shine: Working Alongside Robots Enhances Support of Human Employees (A2026-133895)
Feng Yang, University of Groningen; Jenny van Doorn, University of Groningen; Jiangnan (Johnny) Yu, London Business School/London Business School

Roles and Effects of Authenticity and Homophily in Influencer Marketing (A2026-134064)
Namita Goel, Pennsylvania State University; ARVIND RANGASWAMY, PennState Smeal College of Business; J. Andrew Petersen, Pennsylvania State University

Sales Revenue Effects of Branch-Distinctive Assortments Within Retail Categories (A2026-132368)
Pei Yu Chien, Institute of Technology Management, National Tsing Hua University; Jack Cadeaux, University of New South Wales

Sales Strategy as a Firm-Level Strategy: Conceptualization and Investor Valuations (A2026-134234)
Isabel Münch, University of Münster; Victoria Kramer, University of M�nster; Sebastian Hohenberg, The University of Münster (WWU)

Saying It Without Saying It: The Advantages and Effectiveness of Implicit Sustainability Messages (A2026-134275)
Annika Hagen, WHU - Otto Beisheim School of Management; Anna-Karina Schmitz, WHU - Otto Beisheim School of Management; Conrad Homm, WHU � Otto Beisheim School of Management; WALTER HERZOG, WHU

Search Refinement and the Design of Recommended Choice Sets (A2026-132504)
Chi-Ying Wang, Fordham University

Second Lives: How Consumers Repair, Repurpose, and Recirculate Products (A2026-132978)
Aylin Cakanlar, Frankfurt School of Finance & Management; Aylin Aydinli, Vrije Universiteit Amsterdam; Femke van Horen, Vrije Universiteit Amsterdam; Aruna Tatavarthy, NHH Norwegian School of Economics; Sai Prashanth Ramachandran, Audencia Business School; Marie-Louise Brand, Vienna University of Economics and Business (Wirtschaftsuniversit�t Wien)

Second-Hand Consumption: What Do Second-Hand Shoppers Seek? (A2026-132443)
Qianqian Liu, University of Macau; Feifei Huang, The Hong Kong Polytechnic University

Seeing Beyond the Rainbow: Consumer Associations with Inclusive Brand Communication (A2026-134074)
Sandra Holub, Fh Wiener Neustadt; Elisabeth Wolfsteiner, University of Applied Sciences Wiener Neustadt; Marion Garaus, Sigmund Freud Private University

Seeing Green: The Impact of Visual Nudges on Vegan Meal Choices (A2026-133911)
Jasmin Werner, Georg-August-University Göttingen; Yasemin Boztug, University of Goettingen; Steffen Jahn, Martin Luther University Halle-Wittenberg

Seeing Is Not Feeling When Evaluating Shoulder Bags: A Mixed-Methods Experiment on Physical and Digital Presentation Formats (A2026-131985)
Bernhard Guetz, Carinthia University of Applied Sciences; Sarah Gansl, Carinthia University of Applied Sciences in Austria

Seeing Stars or Seeking Crowds: How Cultural Orientation Shapes Comparisons of Ratings and Reviews (A2026-133684)
Mototaka Sakashita, Professor of Marketing, Graduate School of Business Administration, Keio University; Alexander Davidson, Associate Professor of Marketing / Wayne State University/Guest Associate Professor (Global) / Keio University

Seeing What You Believe? Selective Exposure to Post-Purchase Electronic Word-of-Mouth (A2026-132900)
Agnieszka Kacprzak, University of Warsaw; Lalin Anik, Vrije Universiteit Amsterdam; Katarzyna Dziewanowska, University of Warsaw; Krzysztof Nowak, University of Warsaw

Seeing Where It Comes From: How Country-of-Origin Labelling Formats Shape Consumer Attention and Memory on Fruit Packaging (A2026-132854)
Maike Hübner, Hochschule Ruhr West University of Applied Sciences, Mülheim a.d. Ruhr, Germany/University of Twente, Enschede, The Netherlands; Julia Thalmann, Hochschule Ruhr West University of Applied Sciences, Mülheim a.d. Ruhr, Germany; Eslam Hassan, Hochschule Ruhr West University of Applied Sciences

Self-deprecating advertisements enhance consumers’ perception of experience-related product attributes. (A2026-134213)
Vaishnavi Kale, TBS Business School, Barcelona; Eda Sayin, IE Business School; Aradhna Krishna, University of Michigan

Self-Promotion versus Supplication: How Supervisor Age Shapes the Performance Consequences of Salesperson Impression Management Tactics (A2026-133252)
Rodrigo Guesalaga, Universidad del Desarrollo; Belén Bande, Associate Professor of Marketing/School of Business Administration Studies/University of Santiago de Compostela; Pilar Fernández-Ferrín, Institute of Applied Business Economics. University of the Basque Country (UPV/EHU).

Selling Sustainability: A Framework for Evaluating Authenticity in Digital Sustainability Communication (A2026-133331)
Matthias Werner, University of the Bundeswehr Munich; Tabea Fackelmann, University of the Bundeswehr Munich; Diana Murtagh-Boehm, IU International University of Applied Sciences; Carsten Rennhak, University of the Bundeswehr Munich

SenseGPT as a Co-Creation Partner: A Thematic Analysis of Algorithmic Trust, Flow, and Identity Extension in AI-Mediated Consumer Journeys (A2026-132347)
MERVE KADRIYE YURDABAK, ISTINYE UNIVERSITY

Service Quality, Service Perception, And Bridging The Difference (A2026-132747)
Malten Rose, Kiel University; Carsten Schultz, Kiel University

Setback Disclosure as a Driver of Consumer Co-Creation (A2026-134257)
Seongun Jeon, Xi'an Jiaotong-Liverpool University/University of Bristol; Vaishnavi Kale, TBS Business School, Barcelona; Chi Hoang, ESCP Business School; Yanze Zhang, Rotterdam School of Management, Erasmus University

Shaping the Future of Self-Quantification Research: Strategic Priorities for Marketing and Innovation Management (A2026-134001)
Lars Breyer, RWTH Aachen University; Daniel Wentzel, Chair of Marketing, RWTH Aachen University

Short Sparks or Slow Burns? Decoding Emotional Messaging and Duration Effects on Brand Recall (A2026-133798)
Matteo Montecchi, King's College London/King's College London; Maria Rita Micheli, IÉSEG, School of Management in Paris; Mario Campana, University of Bath; Hope Jensen Schau, University of California Irvine

Short-Term Memories, Long-Term Intentions: Social Media Sharing in Museum Service Encounters (A2026-133473)
Melisa Mete, Henley Business School; Adrian Palmer, Professor in Marketing, Henley Business School, University of Reading; Xia Zhu, Lecturer in Marketing, Faculty of Business and Law, The Open University

Should a Firm Disclose the Names of Its Major Customers? (A2026-131558)
Vivek Astvansh, Indiana University

Should Firms Admit They Benefit? How Political Ideology Shapes Consumer Responses to Mutual Benefit Appeals in Coproduction (A2026-134176)
Sena Toprakci Masir, University of Leeds; Karen T. Bowen, University of Leeds; Aristeidis Theotokis, University of Leeds; Aulona Ulqinaku, Carlo Cattaneo University - LIUC

Singular Consumption (A2026-133788)
Jonas Goergen, KEDGE Business School

Slowing The Upgrade Treadmill: How Unused Utility Salience Delays Premature Replacement (A2026-133716)
Ibraheem Badahdah, University of Technology, Sydney/King Saud University; (Joyce) Jingshi Liu, Bayes Business School, City, University of London; Geetanjali Saluja, University of Technology Sydney; Vivian Pontes, QUT Business School

Smartphones for Enjoying the Process and PCs for Achieving the Outcome: The Influence of Activity Orientation on Electronic Device Selection (A2026-133092)
Shuqi Zhu, Warwick Business School; Sarah Wei, The University of Warwick; John Rudd, Warwick Business School

Snowclones: Using Cultural Capital to Engage and Persuade (A2026-133272)
Matilde Rapezzi, Vrije Universiteit Amsterdam; Peeter Verlegh, Vrije Universiteit Amsterdam

Socially Embedded Technologies. Feelings, Visibility, and Frictions in Digital Markets Dynamics (A2026-132597)
Gil Appel, George Washington University/George Washington University; BARAK LIBAI, Reichman University; Eitan Muller, NYU; MICHAEL HAENLEIN, ESCP Business School/University of Liverpool Management School; Boas Bamberger, University of Cologne; Andreas Lanz, University of Basel

Soft Steps, Firm Margins: Subtle Price Adjustments in Inflationary Markets (A2026-133149)
Derya Yurt, Sabancı University; Cenk Koçaş, Sabanci University

Source Neglect in Online Reviews (A2026-134247)
Katie Spangenberg, Seattle University; Mathew Isaac, Seattle University; Nevena Koukova, Lehigh University; Rebecca Jen-Hui Wang, Lehigh University

State Dependence in Self-curated Experiences (A2026-132659)
LISHA YUAN, LONDON BUSINESS SCHOOL; Nader Tavassoli, London Business School

Statistical Association, Impact, and Relevance of Effect-Size Measures in Meta-Analyses (A2026-132255)
Sönke Albers, Kühne Logistics University

Stay or Leave: What Shapes Seller Survival in E-Marketplaces (A2026-133897)
Víctor Iglesias Argüelles, University of Oviedo; Adrián Castro, Catedrático de Comercialización e Investigación de Mercados; Wiebke Keller, University of T�bingen

Strategic ESG Communication and Firm Performance in Business Markets: The Moderating Role of Customer Orientation (A2026-134036)
Paola Grisafi Gläser, Freie Universität Berlin; Katharina Prohl-Schwenke, Freie Universit�t Berlin; Florian Völkl, Freie Universität Berlin; Andreas Eggert, Freie Universit�t Berlin; Anna Salonen, University of Jyv�skyl�

Strategizing in response to Market-related Emergence (A2026-133768)
Kaisa Koskela-Huotari, Stockholm School of Economics; Katrien Verleye, Ghent University; SUVI NENONEN

Striking a Pose: How Fashion Models’ Postures Shape Consumers’ Perceptions (A2026-133995)
Sujin Gwon, Hanyang university; Eunsoo Baek, Hanyang university

Sufficiency and food well-being: The perspective of emerging adults (A2026-133136)
Valerie Hemar-Nicolas, Université Paris-Saclay; Liselotte Hedegaard, Roskilde University

Support me or Force me - The Role of Communication Style in Short-Form Fitness Advertising (A2026-134158)
Marcel Kucharski, Brandenburgische Technische Universität Cottbus-Senftenberg; Thomas Reichstein, BTU Cottbus-Senftenberg; Florian Dost, Brandenburg University of Technology

SWAN: A Modular Ensemble Similarity-Weighted Aggregation Network for Robust and Interpretable Topic Modelling (A2026-133385)
Liam Bailey, University of Leeds; Boshuo Guo, the University of Leeds; Aulona Ulqinaku, Carlo Cattaneo University - LIUC

Sweating the Stress Away: How Exercise Restores Charisma in Anxious Salespeople (A2026-132979)
Matthew Philp, Ted Rogers School of Management, Toronto Metropolitan University; Bruno Lussier, HEC Montréal; Josh Learn, Ted Rogers School of Management, Toronto Metropolitan University

Swipe to Engage: How Age Shapes Carousel Ad Interaction and Recall (A2026-133844)
Stefan Rohrbach, University of Wuppertal; Daniel Bruns, University of Wuppertal; Tobias Langner, University of Wuppertal

Synchronize to Memorize: Why Temporal Alignment Between Visual Brand Placements and Ads Enhances Memory (A2026-134006)
Shikhar Bhaskar, University of Plymouth; Rob Angell, Stirling Management School

Synthetic Influence: Mapping the Social Network Structures of Virtual Influencers (A2026-134387)
Morana Fuduric, University of Zagreb, Faculty of Economics & Business Zagreb; Khadija Vakeel, DePaul University, Driehaus College of Business

Synthetic market research: perceptions, concerns and quality standards (A2026-134088)
Simone Griesser, Institute of Communication and Marketing, Lucerne School of Business; Carina Junker, HSLU - Lucerne University of Applied Sciences and Arts Business; Alicia Aregger, HSLU - Lucerne University of Applied Sciences and Arts Business; Nadja Carletti, HSLU - Lucerne University of Applied Sciences and Arts Business; Nicole Schmid, HSLU - Lucerne University of Applied Sciences and Arts Business; Arta Syla, HSLU - Lucerne University of Applied Sciences and Arts Business

Tailored Prosociality: The Effect of ‘You’ versus ‘We’ in Charitable Appeals on Donors with Varying Levels of Self-Esteem (A2026-131977)
Sebastian Sadowski, Radboud University Nijmegen

Tech’s Hidden Side: Uncovering the Unexpected Consequences of Technologies for Consumers (A2026-133104)
Kim Uhlendorf, German Sport University Cologne // University of Cologne; Kristin Diehl, University of Southern California; Maximilian Gerrath, University of Leeds; Jenny Zimmermann, EDHEC Business School; Andrea Weihrauch, University of Amsterdam

Text-to-Price-Sensitivity: From User-Generated Content to Price Responsiveness in FMCG Markets (A2026-134187)
Anett Erdmann, Universidad Pontificia Comillas/Universidad Pontificia Comillas; Madeleen van Veen, University of Münster; Manfred Krafft, University of M�nster/University of Auckland

Textual and Visual Cues in Online Deal-Sharing: How Brands, Prices, and Images Drive User Engagement (A2026-133157)
Yiyuan (Ava) Liu, Department of Business, Accounting & Economics, Otterbein University; Boshuo Guo, the University of Leeds

The architecture of design integration: How internal and external design integration drive launch strategy proficiency and NPD performance (A2026-133877)
Nikolaos Kyriakopoulos, Delft University of Technology; ERIK JAN HULTINK, DELFT UNIVERSITY OF TECHNOLOGY; EUIYOUNG KIM, TU Delft; Sicco Santema, Delft University of Technology

The Climate Penalty: Persistent Reluctance to Finance Adaptation Across Hazards and Risk Levels (A2026-132054)
Nurit Nobel, Stockholm School of Economics; Abigail Sussman, The University of Chicago Booth School of Business

The Commitment to Keep: How Consumer-Initiated Nontradability Supports Sustainable Consumption (A2026-133954)
Aysu Senyuz, King's College London; Jana-Verena Gerhart, University of Gothenburg; Tuba Yilmaz, BI Norwegian; MARIACHIARA RESTUCCIA, UNIVERSITY OF SUSSEX

The Cost of Compliments: How Positive Performance Feedback Shapes Compensation Demands (A2026-133037)
Roland Kassemeier, Warwick Business School, University of Warwick; Iman Ahmadi, University of Warwick; Johannes Habel, University of Houston

The Creator Effect: Consumer Reactions to Misrepresentative AI vs. Human Advertising (A2026-132605)
Kshitij Bhoumik, University of Leeds

The Critical Role of Unstructured Data in Modern Marketing Research (A2026-133097)
Reza (Pouria) Khansari, Ivey Business School at Western University; Kersi Antia, Ivey Business School at Western University; Abhishek Borah, Professor of Marketing, INSEAD; Khaled Boughanmi, Columbia University; Ishita Chakraborty, UW Madison

The development and validation of the Unified Scale of Compassion for Other People: Implications for socially responsible consumer behavior (A2026-133751)
Ecem Emur-Bilge, Technical University of Munich; Jutta Roosen, Technical University of Munich

The Dilution Effect of Bonus Packs: When Integrated Packaging Lowers Perceived Product Efficacy (A2026-133876)
Guotao Ye, Xi'an Jiaotong University; Yeyi Liu, Xi'an Jiaotong University

The Double-Edged Sword: How Modern Technologies Shape the Rebound Effect in Sustainable Consumption (A2026-133321)
Lana Beikverdi, Arcada University of Applied Sciences; Niklas Eriksson, Arcada University of Applied Sciences; Virginie Lavoye, Loughborough University

The downside of clarity: The conditions under which concrete labels depress consumer interest in plant-based burgers (A2026-132941)
Arancha Larranaga, Universidad Pontificia Comillas; Jenny Cifuentes, Universidad Pontificia Comillas/Universidad Pontificia Comillas

The Dual Paths of Envy: Comparing Human and Virtual Influencers (A2026-133880)
Katie Nguyen, University College Dublin; David DeFranza, Michael Smurfit Graduate Business School, University College Dublin; Xue Zhang, University College Dublin; Shengnan Ren, University of Galway; HongBo Yu, University of California, Santa Barbara

The Dual-Role Customer Journey: Conceptualizing and Managing Prosumer Pathways (A2026-134062)
Jiahui Wu, Alliance Manchester Business School, University of Manchester; Hongwei He, Alliance Manchester Business School, The University of Manchester; Sumin Kim, Alliance Manchester Business School, The University of Manchester; Anders Gustafsson, BI Norwegian Business School

The Dynamics of Product-Led and Relational Selling: Toward an Integrated Sales Strategy Framework for B2B Firms (A2026-134188)
André Lourenço, NOVA Information Management School; Carla Ramos, Insper; Marlon Dalmoro, Federal University of Rio Grande do Sul; Diego Costa Pinto, NOVA IMS Lisbon

The E-N-D Framework: How Experienced, Normative, and Desired Psychological Ownership Influence Self-disclosure of Personal Data Online (A2026-134180)
Bernadette Kamleitner, WU Vienna; Susanne Ruckelshausen, WU Vienna; Iris van Ooijen, Radboud University; Tatiana Rittler, WU Vienna

The effect of loyalty program membership on product returns (A2026-134277)
Lena Pulci, University of Wuppertal; Katharina Kessing, University of Wuppertal; Ina Garnefeld, University of Wuppertal; Eva Böhm, Paderborn University

The Effect of Online Cart Composition on Cart Abandonment (A2026-132446)
Liat Hadar, Tel Aviv University; Yael Steinhart, Tel Aviv University; Gil Appel, George Washington University/George Washington University; Yaniv Shani, Tel Aviv University

The effect of Shape on Perceived Trust on Environmental and Social Sustainability Labels (A2026-134000)
Feray Adiguzel, Nottingham Trent University; Carmela Donato, Rome 3 University, Italy

The Effect of Strategy Similarity on Retailer Performance (A2026-133021)
Aijing Song, Yunnan Normal University; Tingting Ying, Nottingham University Business School, University of Nottingham Ningbo China

The Effectiveness of User- and Firm-Generated Content to Shape Social Media Attitudinal E-Loyalty Across Fashion Segments (A2026-134253)
Badriah Alfozan, University of Bath; Judith De Groot, University of Groningen

The Effects of Mobile Banking Apps on Financial Decisions: Evidence on Overdrafts and Delinquency (A2026-133852)
Ernesto Rodríguez, Universidad de Zaragoza; F. JAVIER SESE, University of Zaragoza ESQ5018001G; Ana Minguez, University of Zaragoza; Huan Liu, Business School, Nankai University

The Effects of National Culture on Sharing Platform Users’ Motivations and Intention to Bypass (A2026-131966)
Stephanie Nguyen, Aix Marseille University; Lionel NICOD, CERGAM- AIX-MARSEILLE CENTER FOR MANAGEMENT STUDIES AND RESEARCH; Sylvie LLOSA, CERGAM- AIX-MARSEILLE CENTER FOR MANAGEMENT STUDIES AND RESEARCH

The Environmental Crisis: Citizens or Consumers? (A2026-133290)
Helena Palumbo, Universitat Pompeu Fabra; GERT CORNELISSEN, Universitat Pompeu Fabra; Jan Willem Bolderdijk, University of Amsterdam

The Epistemic Architecture of Marketing: A Multi-Layer Network Analysis of Journals, People, and Knowledge (A2026-132017)
Marco Visentin, University of Bologna

THE ETHICS OF AESTHETICS: THE MARKETING OF BEAUTY IN THE GLOBAL ECONOMY (A2026-134255)
Bernd Schmitt, Columbia Business School; Shuyi Hao, ICN Business School, Paris & CEREFIGE, University of Lorraine, France

The Eye of the Beholder: Using Neural Networks to Uncover Who Stereotypes Mainstream Green Consumers (A2026-134070)
Marta Rosales, Universidad Pontificia Comillas; Isabel Carrero, Universidad Pontificia Comillas

The Gift of Giving – No one else can make it for you? How consumers devalue AI-generated gifts (A2026-133976)
Alessa Daumann, Karlsruhe Institute of Technology (KIT); Susanne Adler, Ludwig-Maximilians-University Munich; Martin Klarmann, Karlsruhe Institute of Technology (KIT)

The Great Escape: Why Online Grocery Shoppers Flee and How to Counteract (A2026-131707)
Niklas Mergner, FernUniversität in Hagen; Philipp Brüggemann, FernUniversität in Hagen

The Hidden Cost of AI Summaries: AI-Generated Summaries Reduce Review Writing (A2026-132408)
Zhe Zhang, Ivey Business School; Yuxin Fu, University of Exeter; Matthew Thomson, Isenberg School of Business, University of Massachusetts Amherst; June Cotte, Ivey Business School, Western University

The impact of consumer sensitivity to ethicality, sustainability and inspiration on masstige brand engagement, brand value and purchase intentions (A2026-131550)
Jean Boisvert, American University of Sharjah; George Christodoulides, American University of Sharjah; Mona Mrad, American University of Sharjah

The Impact of Financial Incentives on Vaccination: Empirical Insights from the Covid-19 Pandemic (A2026-133700)
Bhoomija Ranjan, Monash University; Jing Lei, University of Melbourne; Satheesh Seenivasan, Senior Lecturer/Monash University; Anish Nagpal, University of Melbourne

The Impact of Flow on Advice Solicitation in Creative Tasks (A2026-132911)
Isabell Ristau, Technical University of Munich (TUM); Christine Eckert, Technical University of Munich (TUM); Franziska Krause, EBS University of Business and Law

The Impact of Gamification on Cognitive Dissonance and Brand Image in Fast-Fashion Consumption: Evidence from SHEIN Users (A2026-132634)
Gloria Germroth, Markstones Institute; Michael Schade, University of Bremen; Christoph Burmann, University of Bremen

The Impact of Luxury Product Features Visibility on Sustainable Consumption (A2026-132784)
MARTINA DI CIOCCIO, LUISS Guido Carli University; Matteo De Angelis, Luiss University; Cesare Amatulli, University of Bari; Rumen Ivaylov Pozharliev, Assistant Professor/LUISS Guido Carli University; Ernesto Cardamone, San Raffaele Rome University

The impact of online calculator complexity on financial advice evaluation (A2026-133081)
Mingli Huang, Xi’an Jiaotong-Liverpool University/University of Liverpool Management School; Daniel Hampson, Xi’an Jiaotong-Liverpool University; Yining Yu, Xi’an Jiaotong-Liverpool University; JOHN BYROM

The Impact of Product Review on Digital Twins’ Choice: Convergence, Divergence, and Predictive Alignment with Human Consumers Judgments (A2026-133898)
Kate Jeonghee Byun, NEOMA Business School; MICHAEL HAENLEIN, ESCP Business School/University of Liverpool Management School; Daegon Cho, KAIST

The Impact of Social Distance on Ridesharing (A2026-132957)
Tim Euler, Hochschule RheinMain; Alina Diederichs, Hochschule Bielefeld; Barbara Seegebarth, Hochschule RheimMain; Tobias Schaefers, Hochschule Bielefeld; Tobias Heußler, Wiesbaden Business School

The Impact of Social Media on Music Demand: Evidence from a Quasi-Natural Experiment (A2026-134016)
Nils Wl�mert, Vienna University of Economics and Business; Dominik Papies, University of T�bingen; Daniel Winkler, Vienna University of Economics and Business; Christian Hotz-Behofsits, WU Vienna; Jūra Liaukonytė, Cornell University

The Impact of Supply-side Subscriptions on the Gig Economy (A2026-134273)
Yongdong Liu, University College London; Bhoomija Ranjan, Monash University; Benedict Dellaert, Erasmus University Rotterdam

The indirect effects of sector-specific emission policy: who wins and who loses? (A2026-132990)
Sumitro Banerjee, Grenoble Ecole de Management; David Soberman, Rotman School of Management, University of Toronto

The influence of categorical identity on users’ preference for generative AI (GenAI) based applications (A2026-134063)
Hanaa Hamidi, University of Bergamo; Giuseppe Pedeliento, University of Bergamo; Julien Cloarec, iaelyon School of Management, Université Jean Moulin Lyon 3, Magellan; Daniela Andreini, University of Bergamo

The Influence of Celebrity Ethicality on Brand Ethicality: The Mediating Role of Brand Authenticity with the Moderating Role of Brand Image (A2026-133667)
Nazifa Tasnim, North South University; Mahmud Hassan, North South University; Maliha Mannan, North South University/North South University; Tasfia Tasnem, North South University/North South University

The Influence of Political Messaging on Human Brand Consumption (A2026-134022)
Daniel Winkler, Vienna University of Economics and Business; Christian Hotz-Behofsits, Vienna University of Economics and Business; Nils Wl�mert, Vienna University of Economics and Business; Harald van Heerde, University of New South Wales Sydney

The Influencer Lifecycle in the Creator Economy: From Creation to Automation (A2026-132785)
Yvan Norotte, University of Neuchâtel; Neta Livneh, Tel Aviv University; Maximilian Beichert, Bocconi University; Reto Hofstetter, University of Lucerne

The Janus Face of Cosmetic Surgery: The social price of seeking beauty (A2026-132399)
Fabienne Krywuzcky, Toulouse School of Management/Toulouse School of Management; Kobe Millet, Vrije Universiteit Amsterdam; Mirella Kleijnen, Vrije Universiteit Amsterdam; Michail Kokkoris, Vrije Universiteit Amsterdam; Jennifer Argo, University of Alberta

The Joint Influence of Regulatory Focus and Physical Temperature on Charitable Giving (A2026-131934)
HUIDI LU, Said Business School, University of Oxford; Suhas Vijayakumar, University College Dublin; Tong Li, University of Hamburg; Wooyun Yang, University College Dublin; Rong Ding, NEOMA Business School

The Marketing-HR Interface (A2026-132824)
Lennart Reissner, University of Mannheim; Andreas Hamann, University of Mannheim; Britt Vancoetsem, IESEG School of Management; Gijs van Bussel, KU Leuven

The mediating role of workplace well-being in the relationship between internal marketing and organisational commitment in the grocery retail industry (A2026-134100)
Sampoto Pheme, Tshwane University of Technology; Therese Roux, Tshwane University of Technology; Miri Retief, Tshwane University of Technology/Tshwane University of Technology; Tessie Herbst, Tshwane University of Technology/Tshwane University of Technology

The more, the better? The sustainable additive bias (A2026-133940)
Linda Lemarié, Audencia; Diletta Acuti, University of Bath; Marta Pizzetti, emLyon Business School; Giampaolo Viglia, University of Portsmouth

The Motivations Behind Consumer-to-Consumer Citizenship Behaviour in Networks of Strong and Weak Ties: A Qualitative Analysis (A2026-132738)
Felipe Zambaldi, Funda��o Getulio Vargas�s Sao Paulo School of Business Administration (FGV EAESP); Renata Martins, FGV/EAESP; Sofia Ferraz, FGV-EAESP; Lucia Barros, Lucia S G Barros is an Assistant Professor of Marketing at EAESP – Fundação Getulio Vargas. , Brazil; Carlos Lourenco, Fundacao Getulio Vargas

The New Tourism Reality: How AI changes the game? (A2026-133028)
Borislava Toleva, Sofia University 'St. Kliment Ohridski', Faculty of Economics and Business Administration; Svetlana BIALKOVA, Faculty of Economics and Business Administration, Sofia University, Bulgaria

The Paradox of Access: How Increased Generic Drug Availability Affects Patient Adherence (A2026-131724)
Jiancai Liao, University of Birmingham; Chuhan Liu, Analysis Group; Jian Ni, Virginia Tech

The Persuasive Power of Giving Others a Fresh Start (A2026-133455)
Jano Jimenez Barreto, Universidad de La Laguna; Grzegorz Kapuscinski, Oxford Brookes University; NICOLETTA OCCHIOCUPO; Sara Campo, Universidad Autónoma de Madrid

The Post-Purchase E-CRM Paradox_ How Delivery, Tracking, and Customer Service Shape Customer Uncertainty, Trust, and Loyalty (A2026-133351)
Abdelkader Gam, Faculté des Sciences Economique et de gestion de Nabeul; May Oueslati, Faculté des Sciences Economiques et de Gestion de Nabeul; Abderrahim Bellil, Facult� Des Sciences Economiques Et De Gestion De Nabeul; Jilani Habouria, Faculty Of Economic And Management Sciences Of Nabeul

The power of imagination in gastronomy: the impact of black truffle consumption at origin (A2026-132977)
Cristina Antón, Universidad de Valladolid; Marta Laguna Garcia, University of Valladolid; Carmen Anton Martin, University of Valladolid

The Power of Vicarious Emotions: Unveiling Decision-Making in Delegation (A2026-131900)
Vito Tassiello, Rome 3 University

The Proximity Effect in Augmented Reality (Pear) (A2026-133908)
David Finken, TUM School of Management; Thomas Scheurer, University of Lucerne; Reto Hofstetter, University of Lucerne; Aradhna Krishna, University of Michigan; Florian von Wangenheim, ETH Zürich

The Psychological and Behavioral Impacts of Virtual Influencers: A Systematic Review (A2026-133013)
Xue Zhang, University College Dublin; David DeFranza, Michael Smurfit Graduate Business School, University College Dublin; Marius Claudy, University College Dublin/University College Dublin

The Quest of Conceptual Coherence for ESG: A Covariational Structure Analysis in the Marketing and Management Literature of the ESG Concept (A2026-133762)
Katerina Papakonstantinou, University of Piraeus; MARKOS TSOGAS, University of Piraeus

The Role of Brand Concepts in the Acceptance of Plant-based Meat Alternatives (A2026-134002)
Pjotr van Weert, Goettingen University; Yasemin Boztug, University of Goettingen

The Role of Brand Voice Divergence and Timing in Joining Another Brand’s Social Media Conversation: A Real-Time Marketing Perspective (A2026-133784)
Onur Osmanoğlu, Bilkent University; Ayşegül Özsomer, Koç University; Francesca Sotgiu, Vrije Universiteit Amsterdam, School of Business and Economics

The Role of Business Networks in Product-Service System Implementation: A Systematic Review (A2026-133597)
Hannes Huttelmaier, TH Würzburg-Schweinfurt; Tobias Schwing, TH Würzburg-Schweinfurt; Bjoern Ivens, University of Bamberg; Julia Heigl, OTH Amberg-Weiden

The Role of Guilt: The Impact of Underconsumption Content on Social Media on Green Consumption Intentions (A2026-134229)
Lisa Hanf, University of Wuppertal; Sabrina Helm, University of Arizona; Ina Garnefeld, University of Wuppertal

The role of influencer marketing in social media brand community development (A2026-132955)
Kseniya Stsiampkouskaya, University of Bath; Lukasz Piwek, University of Bath; Carl-Philip Ahlbom, University of Bath

The Role of Pre-Vacation Planning in Achieving Vacation Success: Insights from a Qualitative Study (A2026-134224)
Cecilie Andersen, Hauge School of Management at NLA University college; Erose Sthapit, Manchester Metropolitan University

The Role of Sacred Moments and Gratitude for Camino Pilgrims' Paths to Transformation (A2026-132752)
Debra Basil, University of Lethbridge

The Role of Visual Cue Type in Prosocial Behavior (A2026-133655)
Casey Waldsmith, Kennesaw State University; GANGA HEWAGE, THE UNIVERSITY OF MEMPHIS

The Role of Visual versus Textual Front-of-Package Labels in Shaping Consumers’ Cognitive and Behavioral Outcomes: An Eye-Tracking Study (A2026-133418)
Megha Choudhary, Indian Institute of Technology, Bombay; Dinesh Sharma, Indian Institute of Technology, Bombay/Indian Institute of Technology, Bombay; Arti D. Kalro, Indian Institute of Technology Bombay; Jagriti Krishnan, Indian Institute of Technology, Bombay/Indian Institute of Technology, Bombay

The Scientist and the Influencer: Divergent Paths of Epistemic Authority in Sustainability Communication (A2026-133765)
Piotr Zaborek, Warsaw School of Economics; ANNA KURZAK MABROUK, Krakow University of Economics

The Self-Regulatory Role of Influencers and Marketing Agencies in the Information Landscape (A2026-132855)
Aksa Ali Muhammad, LUT University; Heini Vanninen, LUT University; Kristiina Lahdenranta, LUT university; Jenni Sipilä, LUT University/Hanken School of Economics; Arttu Malkamäki, Aalto University

The Signal of Satisfaction: Do Boards Incentivize or Fire Overconfident CEOs Based on Customer Satisfaction? (A2026-134142)
Simon Schulten, University of Cologne; Boas Bamberger, University of Cologne

The Silent Digits: Right-Digit Neglect in Audio Numerical Magnitude Perception (A2026-132964)
Ruixi Wang, Fudan University; Qian Xu, Fudan University/Fudan University; Dengfeng Yan, NYU Shanghai

The Social Psychology Underlying P2P Sharing on Social Media (A2026-134033)
Yuly Hong, NEOMA Business School; Yiping (Amy) Song, NEOMA Business School; Yunqi Su, NEOMA Business School

The Social Side of Scarcity: When Time Limits Create Connection, Not Competition (A2026-131695)
Qian Zhang, University of Gachon; Yakun Zhang, University of Greenwich

The strategic role of export market orientation in turning innovation capability into export success in diverse markets (A2026-132502)
Paola Tramontin Marques, UFPR - Federal University of Paraná; Simone Didonet, UFPR - Federal University of Paraná

The strategic role of in-store service and process innovation as a mediating mechanism between sustainable innovativeness and organizational performance (A2026-133783)
María Badenas-Boldó, Universitat de Valencia/Universitat Jaume I de Castellón; Irene Gil-Saura, Universidad de Valencia; Gloria Berenguer-Contri, Department of Marketing and Market Research, University of València. València, Spain.; Antonio Marín-García, Universitat de Valencia

The Synergistic Effects of Marketing and R&D on Shareholder Value: Empirical Evidence from Healthcare Firms (A2026-133076)
Albina Ademi, University of St.Gallen; SVEN REINECKE, University of St. Gallen (HSG)

The Tale of the Curious Consumer: From AI Attraction to Data Disclosure (A2026-132949)
Simoni Rohden, NOVA Information Management School (NOVA IMS); Carla Freitas Silveira Netto, ASSOCIA��O PARANAENSE DE CULTURA - APC - Pontifical Catholic University of Paran� (PUCPR); Lelis Espartel, IADE - Universidade Europeia/CETRAD - Centre for Transdisciplinary Development Studies

The Unexpected Financial Benefit of Unethical Work Behavior (A2026-134249)
Luise Rademacher, Goethe University Frankfurt; Anika Schumacher, Grenoble Ecole de Management; Caroline Goukens, Maastricht University; Emily Garbinsky, Cornell University

The Unexpected Mirror: How AI Communication Style Shapes Consumer Self-Perceptions (A2026-133392)
Itai Linzen, Tel Aviv University; Aner Sela, University of Florida; Yael Steinhart, Tel Aviv University; Ziv Carmon, INSEAD

The Winner’s Curse in Data-Driven Decision-Making: Evidence and Solutions (A2026-132248)
Sikun Xu, Washington Univeristy in St. Louis; Raphael Thomadsen, Washington University in St. Louis; Dennis Zhang, Washington University in St. Louis

This VR Experience is Awesome: Really? How VR Devices Influence Emotional and Physiological Mechanisms to Travel Intention (A2026-133566)
Kathrin Jaszus, Heilbronn University of Applied Sciences; Jos� Ramos-Henriquez, Universidad de la Laguna, Dpto. Direcci�n Empresas e H.E. + Instituto Universitario de la Empresa; Anett Erdmann, Universidad Pontificia Comillas/Universidad Pontificia Comillas; Andrés Fernandéz-Martín, University of Las Palmas de Gran Canaria

Title A Comparative Analysis of Instagram Influences and AI-Generated Recommendations on Travel Decision-Making (A2026-133993)
Eleni Tsitsirigou, MCAST - IBMC

Title: The Role of Recommender Type and Appeal Type in Sustainable Product Consumption (A2026-132925)
Melis Ceylan, Heriot-Watt University; Ezgi Merdin Uygur, Brunel University of London

Tokenized loyalty programs – How blockchain technology can improve value for customers and program providers (A2026-134034)
Bastian Land, Technische Universität Braunschweig; Hannes Gurzki, ESMT Berlin; David Woisetschläger, Technische Universität Braunschweig

Towards Shared Responsibility in Online Environments: The Consumer Brand Safety Engagement (BSE) Scale (A2026-133170)
Stefanie Sohn, University of Southern Denmark; Larysa Luzinska, University of Southern Denmark

Towards sustainable food consumption: A dual-mediation relational model (A2026-134270)
Hugh Wilson, Warwick Business School/University of Warwick; Mailin Struck, Warwick Busines School; Roland Kassemeier, Warwick Business School, University of Warwick; Isabel Ding, University of Warwick; Miaolei Jia, University of Warwick

Trade-off Asymmetries: what you give is what you get, or not? (A2026-134093)
Jean-Louis Sterckx, KU Leuven; John McCoy, The Wharton School, University of Pennsylvania; Bart De Langhe, KU Leuven & Vlerick Business School

Traditionalists or advocates of progress? - How consumers envisage the future of supermarkets (A2026-134156)
Andrea Gröppel-Klein, Saarland University, Institute for Consumer & Behavioral Research; Marcel Nicolas Grub, Saarland University

Tradwives – obedient homemakers and savvy marketeers of products and ideology (A2026-133909)
Julie Bønnelycke, UCL Erhvervsakademi og Professionshøjskole; Gry Knudsen, UCL Erhvervsakademi og Professionshøjskole/UCL Erhvervsakademi og Professionshøjskole; Yun Mi Antorini, UCL Erhvervsakademi og Professionshøjskole/UCL Erhvervsakademi og Professionshøjskole

Transformative Well-Being in Service Journeys: High-Impact Qualitative and AI-Supported Research Methods (A2026-133364)
Giulia Miniero, University of Milan; Carmela Donato, Rome 3 University, Italy; Michela Addis, Università Roma 3; Francesco Ricotta, Full Professor, Sapienza University of Rome

TRANSLATING INNOVATION INTO VALUE: MARKETS, CAPABILITIES, AND INSTITUTIONS (A2026-133578)
Deepa Chandrasekaran, University of Texas at San Antonio; Maximilian Bauer, Catholic University of Eichstätt-Ingolstadt; Nandini Nim, Colorado State University; Laurel Johnston, University of Tennessee

Trust in the Dark: An investigation of the development of trust in distributed blockchain environments. (A2026-134240)
Amina Arnaut, Student; Adrian Palmer, Professor in Marketing, Henley Business School, University of Reading; Melisa Mete, Henley Business School

Try before you buy: An experimental study on the adoption behavior of shoppers in virtual fitting rooms (A2026-133485)
Mustafeed ZAMAN, EM Normandie Business School; K. Mohamed Jasim, College of Business Administration, Ajman University; Nebojsa S. Davcik, EM Normandie Business School, Oxford Campus, UK

Turning Transparency into Competitive Advantage: Digital Product Passports as Strategic Marketing Instruments (A2026-133772)
Alin Schröder, University of Mannheim; Christian Homburg, University of Mannheim; Aline Lanzrath, University of Mannheim

Turning Users into Allies: How ‘We’-Framing Shapes Circular Consumer Behaviour (A2026-133390)
Julia-Maria Schulze Boelling, EBS; Franziska Krause, EBS University of Business and Law

Two SES Pathways to Elevated Risk Perception and Aggressive Treatment Preference (A2026-133679)
Jing Lei, University of Melbourne; Fang-Chi Lu, University of Melbourne; Leonard Lee, NUS Business School, National University of Singapore

Unboxing Gender: How Online Toy Design Shapes Childhood Norms A Study of Aesthetic and Categorial Coding in Austrian Digital Retail (A2026-133038)
Sandra Holub, Fh Wiener Neustadt; Kirstie Riedl, UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg/UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg; Monika Brussati, UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg/UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg

Uncovering Sales Motivation: Testing a Diagnostic Tool Based on Self-Determination Theory (A2026-134228)
PASCAL BRASSIER, UNIVERSITE CLERMONT AUVERGNE - CleRMa Lab

Uncovering the Role of Production Contingency: How Production Mode Shapes Consumers’ Product Valuation (A2026-133659)
Elina Hur, Temple University; Christoph Fuchs, University of Vienna; Stijn van Osselaer, Cornell University; Sarah LIm, University of Illinois Urbana Champaigne

Understanding Consumers' Greenwashing Perceptions: The Interplay of Transparency, Comparative Advertising and Institutional Logics (A2026-132853)
Lennert Schleßelmann, University of Bremen; Michael Schade, University of Bremen; Christoph Burmann, University of Bremen; Alexander Steding, markstones Institute of Marketing, Branding & Technology, University of Bremen; Jonas Küpker, University of Bremen

Understanding Customer Privacy in Service Environments (A2026-134290)
ALEKSANDRA MIKHAILOVA, Stockholm School of Economics

Understanding Generative AI’s Impact on Entrepreneurship: A Hybrid Bibliometric–Thematic Review of Cognition, Venturing, Learning and Ecosystems (A2026-133835)
Hsiao-Pei Yang, Maynooth University; Yiwen Hong, University of East Anglia

Understanding How Luxury Channels Compete for Customers (A2026-133699)
Ava Huang, Hong Kong Metropolitan University; Jenni Romaniuk, Ehrenberg-Bass Institute; Magda Nenycz-Thiel, Ehrenberg-Bass Institute; Virginia Beal, Ehrenberg-Bass Institute, University of South Australia

Understanding Marketing Landscapes through Consumption Patterns, Leadership Influence, Technology Adoption, and Franchise Performance (A2026-132759)
Melissa Baucum, Oklahoma State University; Rajita Varma, Binghamton University (SUNY); Arnd Vomberg, HEC Paris; Amrita Mitra, University of Melbourne; Kersi Antia, Ivey Business School at Western University; Raghu Bommaraju, Indian School of Business

Understanding the Effect of Women-Owned Businesses (WOB) Label on Ingredient Perceptions (A2026-132231)
Chloe Huang, Newcastle University Business School; (Joyce) Jingshi Liu, Bayes Business School, City, University of London; Wei-Fen Chen, University of Leicester, School of Business

Understanding the Video Game Business: A Bibliometric Review of 25 Years of Research (A2026-133941)
Verena Wecklein, University of Passau; Dirk Totzek, University of Passau

Understanding Turnover Intentions among Generation Z Employees: The Role of Individual, Organizational, and Contextual Factors (A2026-133949)
Helena Liang, ESPM; Maria Eduarda Canto, ESPM; Thelma Rocha Rodrigues, ESPM; Suzi Dias, ESPM

Understanding Visual Narrative Features of Movie Posters and Their Impact on Box Office Performance (A2026-132976)
Ruilin Xiao, University of Groningen; Evert de Haan, University of Groningen; Jaap Wieringa, University of Groningen

Unexpected Gifts (A2026-133225)
Diego Aparicio, IESE; Michael Tsiros, University Of Miami; Ming Ding, IESE Business School

Unlocking Aspirational Future Selves – Mental Simulation and its Affective-Cognitive Mechanisms towards Health-Conscious Behavior (A2026-133106)
Laura-Sophie Grunert, Johannes Gutenberg- Universit�t Mainz; Frank Huber, Johannes Gutenberg University Mainz

Unlocking International Performance through AI Focus: The Moderating Role of Firm Capabilities (A2026-133604)
Selahattin Onur Karlık, Luiss Guido Carli University; Nilay Bıçakcıoğlu-Peynirci, University of Sussex Business School, University of Sussex

Unpacking Ritual: Why Gift Givers and Recipients Respond Differently to Minimal Packaging (A2026-132218)
Li YAN, University of Macau; Yimin Cheng, Monash University/Monash Business School

Unveiling the Cross-Cultural Influence of Sentiment Variability on Online Helpfulness Votes (A2026-132723)
David DeFranza, Michael Smurfit Graduate Business School, University College Dublin; Pronobesh Banerjee, Indian Institute of Management Kozhikode; Promothesh Chatterjee, University of Utah

Using Sensational Language in Restaurant Menus Increases Willingness to Pay (A2026-131933)
Amir Sepehri, ESSEC Business School; Mohammadhesam HAJIGHASEMI, ESSEC Business School

Valence and Arousal in Context: How Emotionally Charged Social-Media Posts Shape Responses to a Subsequent Advertisement (A2026-133415)
Yannick Wuttke, University of Duisburg-Essen; Oliver Büttner, University of Duisburg-Essen; Benjamin Serfas, University of Duisburg-Essen

Virtual Influencers and Sensory Stimuli: An Illusion of Reality (A2026-133725)
Henar Ortega Perez, University of Valladolid; Ana Isabel Rodríguez-Escudero, University of Valladolid; Ana Gutierrez Arranz, University of Valladolid; Pilar Carbonell, York University

Virtual Service Agents' influence on General Consumers' Perceptions of Inclusion (A2026-133848)
Christopher Cunliffe, Aarhus University; Anne Peschel, Aarhus University; Susanne Pedersen, Aarhus University; Lina Jacobsen, Aarhus University/MAPP Centre

Virtual Training: Its Value Potential for Management and Marketing (A2026-134216)
Hanna Pott, University of M�nster; Konstantin Mueller, University of Muenster; Thorsten Hennig-Thurau, University of M�nster

Virtually Unique? How Virtual Try-On Drives Purchase Intentions (A2026-133715)
Ahmed Ali, University of Eastern Finland; IQRA TARIQ, University of Eastern Finland; Heli Hallikainen, University of Eastern Finland; Tommi Laukkanen, University of Eastern Finland

Voluntary Simplicity: Triggers of Adoption and Global Meaning (A2026-132873)
Cansu Hattula, IU International University of Applied Sciences; Francisco Tigre Moura, IU University of Applied Sciences

Wear to Care: A Novel Approach for NGOs to Increase Donation Behavior in Virtual Worlds (A2026-134166)
Tatiana Kozlova, Technische Universit�t Berlin; Katrin Talke, TU Berlin

Well-Being in Immersive Environments: A Self-Determination Theory Perspective (A2026-133072)
Virginia Vannucci, University of Pisa/Dipartimento di Economia e Management; DANIELE DALLI, University of Pisa; Giacomo Marzi, IMT School for Advanced Studies Lucca.; Yuliia Kyrdoda, PhD Student, University of Perugia, Department of Economics

What we see and what we say: the implicit and explicit role of hedonic and utilitarian product attributes in drugstore categories (A2026-134186)
Tünde Szász, Eötvös Loránd Tudományegyetem Gazdaságtudományi kar; Erika Hlédik, Eötvös Loránd Tudományegyetem

When AI Ads Backfire: Deconstructing Consumer Backlash to GenAI Advertising (A2026-132388)
Sigurd Heimstad, UiT - The Arctic university of Norway; Tarje Gaustad, BI Norwegian Business School; Wondwesen Tafesse, United Arab Emirates University; Anders Wien, UiT the Arctic University of Norway

WHEN AI FAILS IN SERVICES: HOW HUMAN–AI RELATIONSHIPS SHAPE CUSTOMER RESPONSES (A2026-131828)
Shuqin Liu, College of Management and Economics, Tianjin University/School of Fashion and Textiles, The Hong Kong Polytechnic University; Chundong Zheng, Tianjin University

When AI Sets the Price: How Speciesist Beliefs Shape Consumers’ Price Fairness Judgments (A2026-133868)
Adithya Kamaraj, Bern University of Applied Sciences/Università della Svizzera italiana; Sven Feurer, Bern University of Applied Sciences (BFH); Elisa Konya-Baumbach, Bern University of Applied Sciences/Business School

When Art, Logos, and Messages Converge: How Signaling Shapes Brand Uniqueness in Luxury (A2026-134018)
Zhuoqi Guo, National Tsing Hua University; Yi-Chun Ou, National Tsing Hua University; Chen-Ya Wang, National Tsing Hua University

When Better Choices Feel Worse: The Paradoxical Effect of Personalized Product Recommendations on Objective versus Subjective Decision Quality (A2026-134133)
Gerald Häubl, University of Alberta; Benedict Dellaert, Erasmus University Rotterdam; Nahid Ibrahim, University of Leeds; Sarah Wei, The University of Warwick

When Brands Make Us Feel Less Human: Moral Brand Transgressions and Brand Dehumanization Experience (A2026-134066)
Jieyichi Zhao, Alliance Manchester Business School, The University of Manchester; Heiner Evanschitzky, Alliance Manchester Business School The University of Manchester; Hai-Anh Tran, Alliance Manchester Business School

When Consumers Tell Hate Stories: Narrative Frames as Predictors of Brand Hate Intensity (A2026-134120)
Marta Grybś-Kabocik, University of Economics in Katowice; Agnieszka Tetla, University of Economics in Katowice

When Does Targeted Advertising Backfire? (A2026-134112)
Xin Jiao, University College London; Zhuoqiong Chen, Harbin Institute of Technology Shenzhen Graduate School （Southwest Gate）; Yongdong Liu, University College London

When Every Rating Is a Five: How Well Do Consumer Reviews Capture Service Quality in Credence Markets? (A2026-133677)
Sachin Sridhar, Indian Institute of Management Bangalore; Rex Du, University of Texas at Austin

When Hits Hurt: Cross-Artist Spillovers and the Attention Economy in Streaming Music (A2026-134262)
Christian Hotz-Behofsits, Vienna University of Economics and Business; Nils Wl�mert, Vienna University of Economics and Business; Eitan Muller, NYU

When influencers try to connect: Connectedness efforts, authenticity, and consumer engagement (A2026-133453)
SHIR HARPAZ, Tel Aviv University; Liat Hadar, Tel Aviv University

When Insects Meet the Menu: Product Category Effects on Consumer Acceptance of Insect-Based Foods (A2026-131928)
Sukriye Atakan, Siena College; Catherine Williamson, Siena University; Nihan Tomris Küçün, KTO Karatay University

WHEN LUMP-SUM (VS. PERIODIC) GIVING ENCOURAGES DONATIONS: THE ROLE OF JOINT VS. SEPARATE APPEALS (A2026-133584)
MINGHAO XU, University of Leeds; Shankha Basu, University of Leeds; Rajen Anderson, University of Leeds; J. Jo�ko Brakus, University of Leeds

When More Is Less: The Disfluency Costs of Multi-Identity Appeals in Advertising (A2026-134226)
Miriam McGowan, Durham University; Louise Hassan, University of Birmingham; Rajat Roy, Bond University; Ngoc Nguyen, University of Economics Ho Chi Minh City

When Negative Appeals Beat Positive: How Emotional Appeals Drive NGO Engagement on Instagram (A2026-134303)
Julian Kopka, University of Wuppertal; Steffen Prior, University of Wuppertal; Tobias Langner, University of Wuppertal

When pro-environmental behaviors are more widely adopted, penalties for non-adoption feel fairer (A2026-132425)
Kobe Millet, Vrije Universiteit Amsterdam; Bert Weijters, Ghent University

When Productivity is an Illusion: The Effect of Goal- versus Leisure-Oriented User-Generated-Content on Viewers (A2026-133702)
Seong Joo Lee, University of Utah; Alisa Wu, University of Utah

When Serving Customers Hurts Drivers: Managing Supply-Side Engagement on On-Demand Transportation Platforms (A2026-133665)
Xi Rachel Lin, Georgia Institute of Techonology; NAN ZHAO, Georgia Institute of Technology; ADITHYA PATTABHIRAMAIAH; SHRIHARI SRIDHAR

When Shape Sells: How Chatbot Body Size and Long-Term Orientation Shape Consumer Responses Across Search vs. Credence Purchase Contexts (A2026-132522)
Hoa Pham, Honours College UEH-ISB University of Economics Ho Chi Minh City; Duong Duong, Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City; An Khanh Nguyen Vu, Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City/Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City; Khanh Ha Nguyen, Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City/Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City; Huyen My Tran Thi, Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City/Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City; Phuong Trang Nguyen Ngoc, Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City/Faculty of Marketing, Honours College UEH-ISB University of Economics Ho Chi Minh City

When Silicon Meets Consumer: A Contingency Framework for Synthetic Data Use in Marketing Research (A2026-133950)
Ricardo Limongi, Federal University of Goias, Brazil; Walter Assis, Universidade Federal do Espírito Santo - UFES; MARCELO BRANDAO, Federal University of Esp�rito Santo; Lelis Espartel, IADE - Universidade Europeia/CETRAD - Centre for Transdisciplinary Development Studies

When Source Meets Frame: Exploring Perceived Authenticity in Sustainable Luxury Advertising (A2026-131937)
Lan Guo, University of Portsmouth; SHYNAR DYUSSEMBAYEVA, UNIVERSITY OF PORTSMOUTH; Giampaolo Viglia, University of Portsmouth; Yuksel Ekinci, University of Portsmouth

When Sustainability Explains Failure: How Justification Motives Increase Brand Forgiveness (A2026-133606)
Artur Henrique Rodrigues da Silva, Fundação Getulio Vargas (FGV-EASP); Delane Botelho, EAESP, Fundacao Getulio Vargas, FGV/SP

When Sustainability Labels Backfire: Showcasing Temporal and Moderating Effects in Online Retail Using Amazon’s Climate Pledge Friendly Label Sales Data (A2026-134239)
Christina Reh, Hochschule Luzern/WHU - Otto Beisheim School of Management; Jessica Mazurek, HHL Leipzig Graduate School of Management; Laura Ebbinghaus, Lucerne School of Business/HHL Leipzig Graduate School of Management; Dominik Georgi, Lucerne University of Applied Sciences and Arts; Erik Maier, Chemnitz University of Technology; Christian Schlereth, WHU - Otto Beisheim School of Management

When the Green Lens Get Blurry: Consumer (Mis)Perceptions in Sustainability Judgments (A2026-133014)
Aruna Tatavarthy, NHH Norwegian School of Economics; Lu Fang, The Hong Kong University of Science and Technology; Tatiana Sokolova, Tilburg University; Tim Doering, Maastricht University; Yufei Qui, Imperial College Business School, Imperial College London

When the Sacred Is Followed by the Profane: How Social Media Feed Sequencing Shapes Consumer Reactions (A2026-134179)
Xueqi Bao, INSEAD/INSEAD; Stephanie Lin, INSEAD; Taly Reich, New York University; Tamar Kreps, University of Hawaii; Amitava Chattopadhyay, INSEAD

When Unfamiliar Ingredients Meet Social Media Influencers: Shaping Consumers’ Intention to Purchase Upcycled Food (A2026-133912)
Karina Miara, University of Goettingen; Ahmet Samet Erg�n, University of Goettingen; Waldemar Toporowski, University of Goettingen

When Virtual Influencers Advocate for CSR: The Roles of Appearance and Message Framing (A2026-133174)
Isha Sharma, York University; Pilar Carbonell, York University

When Warnings Contradict Expectations: Understanding Consumer Reactions to Nutrient Warning Labels in Germany (A2026-133741)
Antonia Bruns, Georg-August-Universität Göttingen; Yasemin Boztug, University of Goettingen

When Your Choice Affects Others: Preventing Interdependent Privacy Violations in an App Download Context (A2026-133831)
Susanne Ruckelshausen, WU Vienna; Bernadette Kamleitner, WU Vienna

Where Did All the Money Go? Transparency, Fairness, and the Royalty Mix in Music Streaming Platforms (A2026-134299)
Irina Novikova, Oxford Brookes University

Where does trust come from – an investigation of different Family Business Branding Strategies (A2026-132635)
Sabrina Finkbeiner, markstones Institute of Marketing, Branding & Technology, Universität Bremen; Michael Schade, University of Bremen; Christoph Burmann, University of Bremen

Who Bears the Burden of Digital Advertising Taxes? Evidence from Google Search Markets (A2026-133386)
Isin Acun, WU Vienna; Nadia Abou Nabout, WU Vienna; Johannes Kasinger, Tilburg University

Who They Are and What They Say: The Impact of Identity and Content of Politicians on Audience Engagement (A2026-133816)
Georgia Liadeli, Frankfurt School of Finance & Management gGmbH; Vamsi Kanuri, University of Notre Dame; Girish Mallapragada, Indiana University Bloomington

Why Adding Green Doesn’t Add Up: A Multicategory Investigation of the Negative Footprint Illusion (A2026-134043)
Karen Gorissen, BI Norwegian Business School; Bert Weijters, Ghent University

Why Donor Churn Persists Despite Three Decades of Retention Research: An Empirical Study of the Theory-Practice Gap in Donor Retention (A2026-134194)
Jacob Schjødt, Copenhagen Business School

Why Feeling Like a Food Rescue Hero Is Not Enough: The Effect of Reputational Cues on the Acceptance of Ugly Food (A2026-132622)
Katharina Baden, University of Innsbruck; Roland Schroll, University of Innsbruck; Oliver Koll, University of Innsbruck

Why Hotels do not Go Reusable: Managers’ Mental Frames and the (Non-)Adoption of Sustainability Innovations (A2026-132649)
Minh Phuong Phung, Freie Universi�t Berlin/SRH University of Applied Sciences; Henning Kreis, HWR Berlin: Hochschule für Wirtschaft und Recht Berlin; Hannes Antonschmidt, SRH Hochschulen GmbH/SRH Hochschulen GmbH

Why Some Virtual Influencer Stories Stick: Verisimilitude, Narrative Transportation, and Follow Intention (A2026-132603)
Michael Schade, University of Bremen; Franziska Frese, markstones Institute of Marketing, Branding & Technology, University of Bremen; CHRISTOPHER KORNTNER-KANITZ; Rafael Tietze, University of Bremen; Christoph Burmann, University of Bremen; Jonas Küpker, University of Bremen

Why Transparency Drives Trust, Engagement and Loyalty: Evidence from Scandinavian Grocery Retail (A2026-132643)
Gry Agerup, Kristiania University of Applied Sciences

Winning the Public Buyer: Strategic Drivers of Success in Business-to-Government Markets (A2026-132751)
Anna Stepanova, University of Groningen

Word-of-Mouth in the Digital Marketplace: Selection, Content, and Misinformation (A2026-132639)
Ann-Kathrin Polenz, University of Mannheim; Leif Brandes, University of Lucerne; Gizem Ceylan, Fisher College of Business, The Ohio State University; David Kusterer, Rotterdam School of Management, Erasmus University Rotterdam

Words That Convince? The Inverted U-Shaped Effect of Sensory Language on the Effectiveness of Product Reviews (A2026-133922)
Nadine Eckel, University of Muenster / Chair of Marketing Management; Manfred Krafft, University of M�nster/University of Auckland; Harald van Heerde, University of New South Wales Sydney

Workshop: Implementing Contemporary Research Methods with Ready-to-Use Tools (A2026-133056)
Hauke Roggenkamp, ETH Zurich; Constant Pieters, Copenhagen Business School; Melanie Clegg, University of Lausanne; Rik Pieters, Tilburg University

Worthy of Your Binge: How Media Momentum Drives Satisfaction in Clumped Consumption (A2026-134471)
Rachele Ciulli, University of Pennsylvania; Cait Lamberton, University of Pennsylvania, Wharton Business School

Yoga in a Sports Bra? Women Aren’t Buying It: Gender Differences in Consumer Responses to Trainer Attire in Fitness Ads (A2026-131658)
David Bourdin, FHWien der WKW University of Applied Sciences; Valerie Hechinger, FHWien der WKW

You Must Calculate That: Developing an Automated Tool to Measure Language Assertiveness (A2026-133991)
Sameed Khan, Suffolk University; Ann Kronrod, University of Massachusetts, Lowell

You Sound Like an Expert: How Assertiveness in Prior Contributions Shapes Subsequent Engagement in Online Knowledge Communities (A2026-133182)
Yu Feng, The University of Hong Kong; Cong Wang, Peking University; Qiaowei Shen, Peking University; Phyliss Jia Gai, Guanghua School of Management, Peking University

“Educate me (or not)”: Antecedents and Consequences of Customer’s Desire for Educational Support (A2026-133865)
Daniel Kreimer, University of Graz; Lukas Stoppacher, University of Graz; Thomas Foscht, Karl Franzens University of Graz; Andreas Eisingerich, Imperial College Business School

“Managing Hype in Financial New Product Development: A Marketing Framework and Research Agenda” (A2026-133115)
William Gautschi, University of Bern, Marketing; Harley Krohmer, University of Bern; Andreas Hediger, University of Bern; Martin Delchev, Institut Le Rosey; Mathias Vitek, Riverside School; Kourosh Marashi, Institut Le Rosey

“Sound and Space”: How AI Voice Companions Shape Senior Tourists’ Affective Environment Fit and Tourist Enjoyment (A2026-134123)
Yang Ding, University of Reading; Kuo (Echo) Feng, University of Reading

“Spur” and “Temper” Interventions in Impulse Buying (A2026-134358)
Ava Huijuan Yu, The University of Western Australia; Pei Yu Chien, Institute of Technology Management, National Tsing Hua University

“That´s disgusting!” - Consumers reluctance to buy products made from recycled materials - the transformative power of providing information and anthropomorphism (A2026-133836)
Philip Wagner, Seeburg Castle University; MAGDALENA BEKK, Seeburg Castle University

“Under Pleasure, Pushing Down On Me”: When Focusing on (Kinetic) Pleasure Prevents (Static) Pleasure (A2026-133554)
Ceren Sahin, Aalto University

“We Don’t Want to Influence Anymore!” Understanding Digital Content Creators’ Burnout (A2026-132284)
Kiran Gandhi, IIM Jammu, India; Rashmi Parida, IIM Jammu; Anand Jhawar, Institute of Management Technology Ghaziabad, India