Global Marketing Conference Proceedings

Program

Events

2023 GAMMA WORKSHOP :
- Partial Least Squares Structural Equation Modeling (PLS-SEM): Foundations

1. Date: 10:00-16:00, July 20, 2023
2. Venue: Chang Ki Won International Conference Hall, 7th Floor, Yonsei-Samsung Library, Yonsei University, Seoul, Republic of Korea
3. Description: This one-day workshop introduces participants to the state-of-the-art of PLS-SEM using the SmartPLS 4 software. After a brief introduction to the basic principles of structural equation modeling, participants will understand the foundations of PLS-SEM and how to apply the method by means of the SmartPLS 4 software. The workshop will cover various aspects related to the evaluation of measurement and structural model results. For this purpose, the instructors will make use of several examples and exercises.
4. Instructors:
- Prof. Dr. Christian M. Ringle, Hamburg University of Technology (TUHH) (Germany)
Email: c.ringle@tuhh.de https://www.tuhh.de/hrmo/team/prof-dr-c-m-ringle.html
- Prof. Dr. Dr. h.c. Marko Sarstedt, Ludwig-Maximilians-University Munich (Germany) and Adjunct Research Professor, Babeș-Bolyai-University Cluj (Romania)
Email: sarstedt@lmu.de
https://www.marketing.bwl.uni-muenchen.de/index.html
5. Assistant to the Co-Chairs: Jaehun Kim (Kyungsung University)
gammacentraljob@gmail.com

Conference Reception
1. Date: 18:00-20:00, July 20, 2023
2. Venue: Belle-Vue Suite, 36th Floor, Main Tower, Lotte Hotel Seoul, Seoul, Republic of Korea
3. Presiders: Hector González (ESCP Business School) Chloe Ki (Hong Kong Polytechnic University)
4. Welcome Speeches:
- Eunju Ko (Yonsei University), The Organizing Committee Chair
- Roland T. Rust (University of Maryland), Conference Co-Chair
- Prof. Renana Peres (The Hebrew University), Conference Co-Chair
- Dr. Linda Robinson (RMIT University), Conference Co-Chair
- Prof. Chizuru Nishio (University of Tsukuba), Conference Co-Chair
- Prof. Tony Garrett (Korea University), Conference Co-Chair
- Charles R. Taylor (Villanova University), Academic Excellence Committee Chair
- Kyung Hoon Kim (Changwon National University), General Secretary

July 21, 2023

Cultural & Industry Tours

Culture Tour III: National Folk Museum of Korea (10:30-11:30, July 21, 2023)
- Private group tour in English
- Cost: Free for those who registered the 2023 GMC at Seoul
- Address: 37 Samcheong-ro, Jongno-gu, Seoul 03045, Republic of Korea
- Tel: +82-2-3704-3114
- https://www.nfm.go.kr/english/index.do

Culture Tour IV: National Museum of Korea (14:30-15:30, July 21, 2023)
- Address: 137 Seobinggo-ro, Yongsan-gu, Seoul, 04383, Republic of Korea
- Tel: +82-2-2077-9000
- https://www.museum.go.kr/site/eng/home

Industry Tour III: The Hyundai Seoul & Balenciaga Store Visit (14:00-15:00, July 21, 2023)
- Address: 108 Yeouidae-ro, Yeongdeungpo-gu, Seoul, Republic of Korea
- Tel: +82-2-767-2233
- http://www.ehyundai.com/lang/en/index.do
- Private visit to Balenciaga store will be arranged.

Industry Tour IV: The Hyundai Seoul & Balenciaga Store Visit (15:00-16:00, July 21, 2023)
- Address: 108 Yeouidae-ro, Yeongdeungpo-gu, Seoul, Republic of Korea
- Tel: +82-2-767-2233
- http://www.ehyundai.com/lang/en/index.do
- The organizing committee of 2023 GMC at Seoul: gammacentraloffice@gmail.com

Editorial Board Meetings: Official Journals of KSMS & GAMMA
1. Date: 12:40-13:40, July 21, 2023
2. Venue: Garnet Suite, Lotte Hotel Seoul
3. Official Journals of KSMS and GAMMA
- Journal of Global Fashion Marketing
Editor-in-Chief: Eunju Ko (Yonsei University)
- Journal of Global Scholars of Marketing Science Editor-in-Chief: Isaac Cheah (Curtin University)
- Journal of Global Sport Management
Editor-in-Chief: Kihan Kim (Seoul National University)

2023 GAMMA Job Platform
1. Date: 17:05-18:20, July 21, 2023 (Session 06.01)
2. Venue: Belle-Vue Suite, 36th Floor, Main Tower, Lotte Hotel Seoul
3. Chair: Tony Garrett, Professor of Korea University Business School
4. Assistant to the Chair: Dr. Jaehun Kim (Kyungsung University), gammacentraljob@gmail.com

2023 GAMMA Invited Hanbok Fashion Show:
1. Date: 18:30-19:00, July 21, 2023
2. Venue: Lobby, Crystal Ballroom, 2nd Floor, Main Tower, Lott Hotel Seoul
3. Theme: Untraditional Modern Marvels of Korean Tradition
4. Designer:
- Eun Joo Kim, CEO of Meehee Hanbok Couture, CEO of Terra Interior Design, Los Angeles, USA Invited Fashion Show, ESCP Europe, Paris, 2019
Invited Fashion Show, Hotel New Otani Tokyo, Tokyo 2018 LACMA Museum Meehee Hanbok Fashion Show, 2018 Art consultant for Minotti, Beverly Hills, 2018
*Hanbok is traditional Korean traditional clothes

Keynote Speech
1. Date: 20:00-20:40, July 21, 2023
2. Venue: Crystal Ballroom, 2nd Floor, Main Tower, Lotte Hotel Seoul
3. Theme: Serving Customers with Feeling AI
4. Keynote Speakers:
- Roland T. Rust: Distinguished University Professor, David Bruce Smith Chair in Marketing, Executive Director, Center for Excellence in Service, University of Maryland, Co-author of ‘The Feeling Economy: How Artificial Intelligence is Creating the Era of Empathy’ (2021), & VP of Publications, American Marketing Association.
- Ming-Hui Huang: Distinguished Professor, National Taiwan University, Co-author of ‘The Feeling Economy: How Artificial Intelligence is Creating the Era of Empathy’ (2021), & Editor-in-Chief, Journal of Service Research

Conference Dinner
1. Date: 19:00-22:00, July 21, 2023
2. Venue: Crystal Ballroom, 2nd Floor, Main Tower, Lotte Hotel Seoul
3. Presiders:
- Benjamin Voyer, Professor of ESCP Europe
- Kacy Kim (Bryant University)
4. Welcome Speeches:
- Eunju Ko (Yonsei University), The Organizing Committee Chair
- Se-Hoon Oh, Mayor of Seoul
- Seoung Hwan Suh (Yonsei University), President
- Roland T. Rust (University of Maryland), Conference Co-Chair
- Prof. Renana Peres (The Hebrew University), Conference Co-Chair
- Dr. Linda Robinson (RMIT University), Conference Co-Chair
- Prof. Chizuru Nishio (University of Tsukuba), Conference Co-Chair
- Prof. Tony Garrett (Korea University), Conference Co-Chair
5. GAMMA Lifetime Achievement Award 2023:
- GAMMA Fellow Appointment
Professor Ikuo Takahashi’s Lifetime Achievements
6. Keynote Speech: Serving Customers with Feeling AI
- Keynote Speakers: Roland T. Rust (University of Maryland) & Ming-Hui Huang (National Taiwan University)
7. String Quartet Concert:
- Performed by ‘Quartet Y’:
1) Violin: Joo Hye Lee (College of Music, Yonsei University) & Jee Soo Lee (College of Music, Yonsei University)
2) Viola: Yeo Eun Song (College of Music, Yonsei University)
3) Cello: Jee Young Jung (College of Music, Yonsei University)
4) Program:
- Arirang (Arranged by Hea Yoon Kwon)
- J. Haydn String Quartet in D major, Op.64 No.5 “The Lark” Hob.III:63
I. Allegro Moderato
III. Menuet (Allegretto-Trio)
- A. Dvořák String Quartet No.12 in F major, Op.96 'American'
I. Allegro ma non troppo
IV. Finale. Vivace ma non troppo
8. Hwarang by Kumbokju Co., Ltd is the designated drink for toast in the conference gala dinner of the 2023 GMC at Seoul.

July 22, 2023

Invited Speech
1. Date: 08:00-09:00 July 22, 2023 (Session 07.10)
2. Theme: The Art of Writing Systematic Literature Review
3. Invited Speaker:
- Prof. Justin Paul (University of Puerto Rico & University of Reading Henley Business School), Editor-in-Chief, International Journal of Consumer Studies

Journal of Business Research Reviewer Workshop
1. Date: 14:00-15:00 July 22, 2023(Session 10.01)
2. Venue: Belle-Vue Suite, 36th Floor, Main Tower, Lotte Hotel Seoul
3. Chair: Mirella Kleijnen, Vrije Universiteit Amsterdam, Co-Editor-in-Chief, Journal of Business Research
4. Description: While many conferences offer ample opportunity to discuss your own research work, far less developmental attention is devoted to your role as a reviewer and yet reviewers play an pivotal role in the publication process. This workshop discusses the review process of JBR and shares a series of valuable insights from “behind the scenes”. Most importantly, we will explore how to write a constructive review and explain some of the challenges you might be confronted with in this role, as well as practical suggestions from our own experiences on how to deal with these.

2023 GAMMA Experimental Design & Analysis Workshop
1. Date: 08:00-09:00 July 22, 2023 (Session 07.01)
2. Venue: Belle-Vue Suite, 36th Floor, Main Tower, Lotte Hotel Seoul
3. Description: The purpose of this short workshop is to help post-graduate students and young scholars to understand the nature of experimental design and analysis and to develop skills in designing effective experiments and analyses. This workshop covers (i) why researchers conduct experiments; (ii) key elements of experiments (IVs, DVs, moderators, and mediators); (iii) how to design and execute multiple experiments more effectively; (iv) how to analyze mediators and moderators in experimental research, mainly with Hayes’ method; and (v) recent developments in experimental design and analysis.
4. Instructor:
- Associate Professor. Dr. Jungkeun Kim, Auckland University of Technology (New Zealand)
Email: jkkim@aut.ac.nz https://academics.aut.ac.nz/jungkeun.kim

Meet the Editors I
1. Date: 09:10-10:10 July 22, 2023 (Session 08.01)
2. Venue: Belle-Vue Suite, 36th Floor, Main Tower, Lotte Hotel Seoul
3. Chair: Roland T. Rust (University of Maryland), VP of Publications, American Marketing Association
4. Editors:
- Journal of Marketing: Vanitha Swaminathan (University of Pittsburgh), Editor
- Journal of Marketing Research: Rebecca Hamilton (Georgetown University), Incoming Editor-in-Chief
- Marketing Science: Olivier Toubia (Columbia University), Editor-in-Chief
- International Journal of Research in Marketing: Martin Schreier (WU Vienna University of Economics and Business), Editor-in-Chief
- Journal of Macromarketing: Joseph Sirgy (Virginia Tech), Editor-in-Chief
- Psychology & Marketing: Giampaolo Viglia (University of Portsmouth), Editor-in-Chief
- Industrial Marketing Management: C. Anthony Di Benedetto (Temple University), Co-Editor-in-Chief
- Journal of Advertising Research: Colin Campbell (University of San Diego), Editor-in-Chief0-10:10

Meet the Editors II
1. Date: 10:20-12:30 July 22, 2023 (Session 09.01)
2. Venue: Belle-Vue Suite, 36th Floor, Main Tower, Lotte Hotel Seoul
3. Chair: Roland T. Rust (University of Maryland), VP of Publications, American Marketing Association
4. Editors:
- Journal of Consumer Research: Bernd Schmitt (Columbia University), Editor-in-Chief
- Journal of Academy of Marketing Science: John Hulland (University of Georgia), Editor-in-Chief
- Journal of Service Research: Ming-Hui Huang (National Taiwan University), Editor-in-Chief
- International Marketing Review: John Cadogan (Loughborough University), Editor-in-Chief
- International Journal of Advertising: Charles R. Taylor (Villanova University), Editor-in-Chief
- Asia Pacific Journal of Marketing & Logistics: Ian Phau (Curtin University), Editor-in-Chief
- Journal of Consumer Psychology: Thomas Kramer (University of California at Riverside), Co-Editor
- International Journal of Consumer Studies: Justin Paul (University of Puerto Rico), Editor-in-Chief
- Journal of Interactive Advertising: Jooyoung Kim (University of Georgia), Editor-in-Chief
- Journal of Current Issues and Research in Advertising: Sukki Yoon (Bryant University), Editor-in-Chief
- Journal of the Association for Consumer Research: Vicki G. Morwitz (Columbia University), Editor-in-Chief
- Journal of Global Fashion Marketing: Eunju Ko (Yonsei University), Editor-in-Chief
- Journal of Global Scholars of Marketing Science: Isaac Cheah (Curtin University), Editor-in-Chief
- Journal of Global Sport Management: Kihan Kim (Seoul National University), Editor-in-Chief
- Journal of Service Management: Werner H. Kunz (University of Massachusetts Boston), Area Editor in Technology & Digital
- Australasian Marketing Journal: Liem Ngo (University of New South Wales), Editor-in-Chief
- Journal of Business Research: Mirella H.P. Kleijnen (Vrije Universiteit Amsterdam), Editor-in-Chief
- Tourism Management: Xiang (Robert) Li (Temple University), Associate Editor
- Appetite: Isaac Cheah (Curtin University), Special Issue Guest Editor
- Spanish Journal of Marketing-ESIC: Carlos Flavian (University of Zaragoza), Editor-in-Chief

Conference Lunch & Award Ceremony
1. Date: 12:30-14:00 July 22, 2023
2. Venue: Crystal Ballroom, Lotte Hotel Seoul
3. Presiders:
- Timo Mandler (Toulouse Business School)
- Eonyou Shin (Virginia Tech)
4. Award Ceremony: Best Conference Paper Award
Youngone Best Conference Paper Award Best Reviewer Award
Best Track Chair Award Excellent Service Award