Marketing scales handbook
Subtitle: multi-item measures for consumer insight research
By: Gordon C. Bruner II
Edition: (Library version).
Publisher: GCBII Productions
Published: 2013
Place of publication: Fort Worth, Texas
Language: eng
Number of pages: 406
ISBN-13: 9780615846064; 9781299754898
Copyright date: 2013
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; Schaalmethoden
Description: Annotation
Table of contents: title: ""Book cover""; ""Title page""; ""TABLE OF CONTENTS""; ""PREFACE ""; ""ACKNOWLEGMENTS ""; ""INTRODUCTION ""; ""SCALE REVIEWS ""; ""Absorption Disposition""; ""Acceptance of Sexual Violence""; ""Accountability Degree""; ""Acculturation""; ""Aesthetic Appeal""; ""Aesthetic Formality""; ""Affective Response (Negative)""; ""Agentic Orientation""; ""Ambivalence of Product Evaluation""; ""Ambivalence Toward the Object""; ""Anger""; ""Anger""; ""Anger at the Service Provider""; ""Anthropomorphizing""; ""Anticipated Saving Success""; ""Anxiety (General)""; ""Anxiety (Service Usage)""; title: ""Anxiety (Technological)""""Anxiety (Technological)""; ""Attachment to the Brand (Brand-Self Connection)""; ""Attachment to the Brand (Passion)""; ""Attachment to the Brand (Prominence)""; ""Attendance Likelihood""; ""Attitude Confidence""; ""Attitude Toward Debt Consolidation Loans""; ""Attitude Toward a Low Price Guarantee (Information Focus)""; ""Attitude Toward a Low Price Guarantee (Protection Focus)""; ""Attitude Toward a Self-Designed Product""; ""Attitude Toward Brands in a Product Class""; ""Attitude Toward Christmas""; ""Attitude Toward Code Switching""; title: ""Attitude Toward â€œGreenâ€? Marketing Claims (Believability)""""Attitude Toward â€œGreenâ€? Products (Environmental Benefits)""; ""Attitude Toward â€œGreenâ€? Products (Expensive)""; ""Attitude Toward Homosexuality""; ""Attitude Toward Offshore Services (Communication Problem)""; ""Attitude Toward Offshore Services (Customer/Foreign-WorkerDisconnect)""; ""Attitude Toward Offshore Services (Data Security)""; ""Attitude Toward Offshore Services (Foreign Worker Enmity)""; ""Attitude Toward Offshore Services (Free-Trade Resentment)""; ""Attitude Toward Playing the Game""; title: ""Attitude Toward Product-Related Environmental Claims(Skepticism)""""Attitude Toward the Act (Opening Account)""; ""Attitude Toward the Ad (Affective)""; ""Attitude Toward the Ad (Believability)""; ""Attitude Toward the Ad (Focused Nostalgia)""; ""Attitude Toward the Ad (General Nostalgia)""; ""Attitude Toward the Ad (Informativeness)""; ""Attitude Toward the Ad (Intrusiveness)""; ""Attitude Toward the Ad (Novelty)""; ""Attitude Toward the Ad (Pre-Birth Era Nostalgia)""; ""Attitude Toward the Ad (Usefulness)""; ""Attitude Toward the Ad (Violence)""; title: ""Attitude Toward the Brand (Capabilities)""""Attitude Toward the Brand (Hatred)""; ""Attitude Toward the Company (General)""; ""Attitude Toward the Company (Social Responsibility)""; ""Attitude Toward the Investment (Riskiness)""; ""Attitude Toward the Investment (Value)""; ""Attitude Toward the Logo (Clarity)""; ""Attitude Toward the Logo (Interestingness)""; ""Attitude Toward the Low Price Claim (Customer-Oriented)""; ""Attitude Toward the Low Price Claim (Self-Serving)""; ""Attitude Toward the Movie (General)""; ""Attitude Toward the Organization (Admiration)""