Marketing scales handbook
Subtitle: a compilation of multi-item measures for consumer behavior & advertising research
By: Gordon C. Bruner II
Edition: (Library version).
Publisher: GCBII Productions LLC
Published: 2012
Place of publication: Fort Worth, Texas
Language: eng
Number of pages: 729
ISBN-13: 9780615630687; 9781280772863
Copyright date: 2012
Subjects: Marketing research; Handbooks, manuals; Statistical methods; Scaling (Social sciences); Marketing; Guides, manuels; Recherche; Méthodes statistiques; Construction d'une échelle (Sciences sociales); BUSINESS & ECONOMICS; Industrial Management; Management; Management Science; Organizational Behavior; Marktonderzoek; Consumentengedrag; Meetmethoden
Other titles: Compilation of multi-item measures for consumer behavior & advertising research; Compilation of multi-item measures for consumer behavior and advertising research
Description: This sixth volume in the series reviews 682 consumer related measurement scales that were reported in top marketing journal articles published from 2006 to 2009. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measurement quality.
Notes: Includes bibliographical references.
Table of contents: title: Volume 6 (library version); title page; Copyright page; Table of Content; Preface; Acknowledgements; Introduction; Scale Review Format; Scale Reviews; Acceptance of Sales Offer (Owner's); Acculturation; Ad Format Beliefs (Annoyance); Ad Format Beliefs (Entertainment); Ad Format Beliefs (Information); Ad Message Involvement (Others-Focused); Ad Message Involvement (Processing Effort)-1; Ad Message Involvement (Processing Effort)-2; Ad Message Involvement (Processing Effort)-3.; title: Ad Message Involvement (Self-Focused); Ad Message Involvement-1; Ad Message Involvement-2; Ad Trust (Affect); Ad Trust (Reliability); Ad Trust (Usefulness); Ad Trust (Willing to Use); Ad's Effects on Recognition and Intentions; Advertising Avoidance (General); Advice Suitability; Affect Toward Monetary Compensation; Affect Toward the Store; Affective Response (Positive); Affective Response to Brand; Affective Response to the Ad (Anxiety); Affective Response to the Ad (Empathy); Affective Response to the Ad (Fear).; title: Affective Response to the Ad (Guilt); Age (Cognitive); Age (Ideal); Age (Least Desired); Aggressiveness; Alienation (Consumer); Anger; Anger at Service Provider; Animosity (Economic); Anomia; Anthropomorphizing; Anticipated Regret of Losing a Gamble; Anxiety; Appeal Type (Charity); Appropriateness of the Job; Argument Strength; Arousal; Arousal (Positive); Arousal-Seeking Tendency; Attachment Bond Intensity; Attachment to the Brand; Attention to Ad (Brand Evaluation); Attention to the Webpage.; title: Attention to the Website; Attitude Toward Complaining (Personal Norms); Attitude Toward Drinkers (Alcohol); Attitude Toward DTC Advertising; Attitude Toward General Business Ethics; Attitude Toward Luxury Brands (Social-Adjustive); Attitude Toward Luxury Brands (Value-Expressive Function); Attitude Toward Prices (Allocative Effects); Attitude Toward Product Placement; Attitude Toward the Ad (Brand Reinforcement); Attitude Toward the Ad (Comprehension)-1; Attitude Toward the Ad (Comprehension)-2; Attitude Toward the Ad (Confusion).; title: Attitude Toward the Ad (Creativeness); Attitude Toward the Ad (Empathy)-1; Attitude Toward the Ad (Empathy)-2; Attitude Toward the Ad (Entertaining); Attitude Toward the Ad (Familiarity); Attitude Toward the Ad (Informative); Attitude Toward the Ad (Interesting); Attitude Toward the Ad (Intrusiveness); Attitude Toward the Ad (Manipulative); Attitude Toward the Ad (Memorable); Attitude Toward the Ad (Overall); Attitude Toward the Ad (Receptiveness); Attitude Toward the Ad (Relevant News); Attitude Toward the Ad (Transformative).