1. Natalie Chisam is a doctoral candidate in Marketing, Michael G. Foster School of Business, University of Washington, USA (email: ). Frank Germann is Associate Professor of Marketing, Mendoza College of Business, University of Notre Dame, USA (email: ). Robert W. Palmatier is Professor of Marketing and John C. Narver Chair in Business Administration, Michael G. Foster School of Business, University of Washington, USA (email: ).