This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World
Marketing Congress held in Paris France. It contains current research in marketing from
academics scholars and practitioners from around the world. Focusing on advancing marketing
theory and practice this volume will help marketers to move forward in providing value for
companies consumers and society. Founded in 1971 the Academy of Marketing Science is an
international organization dedicated to promoting timely explorations of phenomena related to
the science of marketing in theory research and practice. Among its services to members and
the community at large the Academy offers conferences congresses and symposia that attract
delegates from around the world. Presentations from these events are published in this
Proceedings series which offers a comprehensive archive of volumes reflecting the evolution of
the field. Volumes deliver cutting-edge research and insights complementing the Academy's
flagship journals the Journal of the Academy of Marketing Science (JAMS) and AMS Review.
Volumes are edited by leading scholars and practitioners across a wide range of subject areas
in marketing science.
