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Study 1 provided qualitative evidence supporting the ubiquity of corporate customer associations through individual depth interviews. In following studies, a 22-item CCA scale was generated and validated based on an advanced six-step Churchill paradigm. Specifically, the initial item pool consisted of 95 items were generated American Marketing Association / Winter 2011 based on qualitative findings from interview studies (N = 24) and literature review. After two-stage examination on content validity (Bearden et al.

Gil, and Mercedes Sanchez (2002), “Consumers’ Acceptability of Organic Food in Spain,” British Food Journal, 104 (8/9), 670–87. 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.

Consequently, we expect radical innovation to have a stronger mediating effect than incremental innovation on the market orientation-firm performance relationship. Meta-analytic findings permit a broad-based test of the differential mediating effects. We searched multiple electronic databases including ABI/Inform, Business Source Premier, JSTOR, ProQuest Digital Dissertations, Google Scholar, and Google Scholar citations. The literature review yielded 66 effects from 39 samples including a total of 7618 respondents.

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