New PDF release: 2011 AMA Winter Educators’ Conference: Marketing Theory and

By Raji Srinivasan, Leigh McAlister

ISBN-10: 0877573441

ISBN-13: 9780877573449

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Tagbata, Didier and Lucie Sirieix (2008), “Measuring Consumer’s Willingness to Pay for Organic and Fair Trade Products,” International Journal of Consumer Studies, 32 (5), 479–90. Tsakiridou, Efthimia, Christina Boutsouki, Yorgos Zotos, and Kostantinos Mattas (2008), “Attitudes and Behavior Toward Organic Products: An Exploratory Study,” International Journal of Retail and Distribution Management, 36 (2), 158–75. For further information contact: Daniela B. ch 28 American Marketing Association / Winter 2011 CONCEPTUALIZATION, MEASUREMENT, AND EFFECTS OF CORPORATE CUSTOMER ASSOCIATIONS Yi Xie, University of International Business & Economics, China Siqing Peng, Peking University, China SUMMARY A variety of knowledge about companies may exist in consumers’ mindset.

Among the retained variables after controlling for multicollinearity, “Fun and excitement” has the largest inverse relationship with self-perceived age. Next come health level, time out of home and sociability. , Barrett 2003; Gwinner and Stephens 2001; Markides and Boldt 1983; Mathur and Moschis 2005; Wilkes 1992). Based on a review of the relevant literature, studies this paper examines the multivariate relative importance of several antecedents of self-perceived age to better understand the consumer buying behavior of older consumers in Japan.

One possible answer is that only a few practitioners are familiar with and read scholarly journals. Another largely neglected possibility is that scholars know little about what practitioners actually do and consequently are poorly placed to provide them with decision-relevant advice. In other words, one reason for the divide between practitioners’ needs and scholars’ research could be deeply rooted in scholars’ insufficient ability to assess the practical relevance of their work for practitioners even though, in discussing the managerial implications of their research, they typically assume their ability to do so.

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2011 AMA Winter Educators’ Conference: Marketing Theory and Applications by Raji Srinivasan, Leigh McAlister


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