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

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By Raji Srinivasan, Leigh McAlister

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All the information that a person holds about a company is called corporate associations (Brown and Dacin 1997). , Luo and Bhattacharya 2006). What is missing in the literature is exploration of additional corporate associations and refinement in conceptualization. , demographic, behavioral, and psychological) toward a company’s customer groups. And a CCA scale was developed to measure this construct. , customer imagery), have not been incorporated into recent corporate associations framework. However, marketing tactics that may stimulate the development of customer-related knowledge are extensively employed nowadays (Keller 2003).

Gallen, Switzerland Sven Reinecke, University of St. Gallen, Switzerland Jasmin Eberharter, University of St. , Lee and Greenley 2010; McAlister 2006; Reibstein et al. 2009). Given scholars’ often intensive efforts to highlight the practical relevance of their research and their frequent emphasis that following their managerial recommendations could lead to superior organizational success, this observation is surprising. Yet why do practitioners avoid following scholars’ suggestions when the benefits are apparently so great?

2004; Gifford and Bernard 2006). Simultaneously, an increasing magnitude in the number of brands being offered within the retail market can be discerned. It has been observed that firms successfully distinguish brands by means of features that are relevant, meaningful, and valued. Besides, the differentiation must be perceptible by the consumers. Obviously, organic food production has become a distinguishing feature of increasing importance (Essoussi and Zahaf 2008). Despite the rising interest in using organic labeling to distinguish brands, research efforts have not yet focused on this brand differentiation approach.

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