Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Washington State University - Department of Marketing, University of Iowa - Henry B. Tippie College of Business, National University of Singapore (NUS) - NUS Business School, Erasmus Research Institute of Management (ERIM), affiliation not provided to SSRN, affiliation not provided to SSRN, Cardiff University - Cardiff Business School, Cardiff University - Cardiff Business School, Indiana University - Kelley School of Business - Department of Marketing, Indian Institute of Management (IIM), Lucknow, Curtin University - School of Marketing and affiliation not provided to SSRN