£66.00

Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 12

Education

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Description

This volume of the Marketing Scales Handbook series begins where Volume 11 ended. It has reviews of 400 scales that were reported recently in the top journals that publish studies of consumer research. These scales are new to the series and were not in any of the previous eleven volumes. Each review describes the scale items (questions, statements, or semantic differentials) as well as the measure's origin, previous users, and measurement quality. The bulk of the scales in this book focus on topics that are well known in the field of consumer science such as attitudes and behaviors involving products, branding, advertising, retailing, and purchasing. Measures related to many other topics related to contemporary consumer behavior are also in this volume including smartphones, reality, warmth, authenticity, data disclosure, social media posts, and spiritual issues.

Product Specifications

Format: paperback
ASIN: B0C12GNMSN
Category: Books > Subjects > Reference > Other Reference By Subject > Education
Domain: Amazon UK
Release Date: 30 March 2023
Listed Since: 01 April 2023

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Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research, Volume 12

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