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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Additional resources for 2011 AMA Winter Educators’ Conference: Marketing Theory and Applications

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Two hundred twelve questionnaires with complete data were collected 19 from male biker participants at Biketoberfest, a biker rally held in Daytona Beach, Florida. Analyses To test for the moderating effects of values on relations between social identification and behavioral intentions, a moderated multiple regression model was used. The model consists of five direct paths: from social Identification, Freedom and Confinement values, and from the IdentificationXFreedom and IdentificationXConfinement product terms to Helping Intentions (see Baron and Kenny 1983).

Two hundred twelve questionnaires with complete data were collected 19 from male biker participants at Biketoberfest, a biker rally held in Daytona Beach, Florida. Analyses To test for the moderating effects of values on relations between social identification and behavioral intentions, a moderated multiple regression model was used. The model consists of five direct paths: from social Identification, Freedom and Confinement values, and from the IdentificationXFreedom and IdentificationXConfinement product terms to Helping Intentions (see Baron and Kenny 1983).

We suggest, therefore, that if the divide between marketing science and practice is to be bridged, both communities must first arrive at a more similar evaluation of relevance. One possible means of facilitating such shared evaluations is through boundary spanners who do not identify themselves fully with either community. Additionally, more intensive interaction and collaboration among both communities could prove fruitful for making evaluations of research quality and relevance more similar. Thus, we recommend that scholars work very closely with practitioners in conducting their research.

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


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