Chapter 1. Examining the Impact of Provocation in Green Advertising on Consumers' Attitudes and Perceptions.- Chapter 2. Blink: Advertising in a Multi-Media Environment: An Abstract.- Chapter 3. Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract.- Chapter 4. Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract.- Chapter 5. Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract.- Chapter 6. Co-Creation and Media Business: The Value Creation in a Brand Licensing Case: An Abstract.- Chapter 7. Special Session: Nonprofit and Nongovernmental Organization (NPO and NGO) Marketing - Examination of Multi-Cultural Perspectives: An Abstract.- Chapter 8. Cross-Cultural Examination of Arts Sector Governmental Policies and Development of Standardized Economic Analyses: An Abstract.- Chapter 9. Co-Production and Social Service Providers' Performance - Parental Satisfaction with Childcare Markets: An Abstract.- Chapter 10. Connecting with Consumers in Subsistence Marketplaces: An Abstract.- Chapter 11. Advancing Mission-Based Metrics: An Abstract.- Chapter 12. The Effects of the Mobile Technology on Overall Tourist Experience: The Case of Augmented Reality Used During a Visit of Chambord Castle: An Abstract.- Chapter 13. Big Consumer Behavior Data and their Analytics: Some Challenges and Solutions.- Chapter 14. Web Personalization Experience: Value Creation or Value Destruction? An Abstract.- Chapter 15. IoT's Consumer Acceptance: A New Perspective: An Abstract.- Chapter 16. New Dimensions of Postpurchase Behavior in the Service Environment: Consumer Behavior Toward Uber after Consumer Ratings: An Abstract.- Chapter 17. Improving Targeting by Taking Long-Term Relationships into Account.- Chapter 18. Managing the Bright and Dark Sides of Humorous Response in Service Recovery: An Abstract.- Chapter 19. Do Variety Seekers Rely on Information for Their Food Choice? - The Role of Type of Novelty of Food: An Abstract.- Chapter 20. Meanings and Values in the Purchase of a Brand New Car: Study with Brazilian Customers.- Chapter 21. Measuring Comprehensive Typology of Positioning Strategies: An Abstract.- Chapter 22. Think Twice Before Typing: Does Recall Message Strategy Affect Firm Valuation? An Abstract .- Chapter 23. Value Network Segmentation - A Three Factor Model.- Chapter 24. Sustainable Innovation: An Adaptive Capabilities Approach to Understanding its Antecedents and Consequences: An Abstract.- Chapter 25. Examining the Relationship Between Market Orientation and Service Innovation: Fit as Matching Perspective.- Chapter 26. Effect of Service Firm's Sustainability Orientation on New Service Development Competence and Performance: An Abstract.- Chapter 27. Unravelling the Challenges and Opportunities of Social Innovation across Market Boundaries through Images of Dress: An Abstract.- Chapter 28. Driving Sustainable Shopping by Utilizing In-Store Smartphone Messaging: A Reexamination of Regulatory Focus Theory: An Abstract.- Chapter 29. Redefining Generational Cohorts Based on Touchpoint Exposure in Italy and Japan: An Abstract.- Chapter 30. How Trust, Knowledge Integration and Team Sensemaking Capability Influence NPD Success: The Mediating Role of Team Members' Creativity: An Abstract.- Chapter 31. The Impact of Friendship on Entrepreneurial Decision-Making: An Abstract.- Chapter 32. The Impact of Organization Agility, Organization Flexibility, and Environmental Volatility on Radical and Incremental Innovation Performance: An Abstract.- Chapter 33. A Meta-Analytical Review on the Effects of In-Game Advertising on Consumers' Attitudes: An Abstract.- Chapter 34. Comparing Advertising Effectiveness: Successful versus Attractive Male Spokesperson: An Abstract .- Chapter 35. Misconceptions of Branding Behavior in the Retail Sector - A Delphi Study: An Abstract.- Chapter 36. Investigating Po Skryť popis