Handbook of marketing scales : multi-item measures for marketing and consumer behavior research
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Handbook of marketing scales : multi-item measures for marketing and consumer behavior research

"The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are needed, thus encoura...

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Autore principale: Bearden, William O.
Altri autori: Netemeyer, Richard G. Haws, Kelly L.
Natura: Libro
Lingua:inglese
Pubblicazione: USA SAGE 2011
Edizione:3rd ed.
Soggetti:
Consumer behavior > Research Consumer > behaviour Consumer
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Riassunto:"The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs"
Descrizione fisica:603p
ISBN:9781412980180

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