Marketing Scales Handbook Volume IV: Consumer Behavior (Marketing Scales Series) Год выпуска: 2005Автор: II, Gordon C. Bruner, Paul J. Hensel, Karen E. JamesИздательство: Страниц: 800ISBN: 1587992051Описание This updated version provies all new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.
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