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Marketing scales handbook. 5, Compilation of multi-item measures for consumer behavior & advertising research / Gordon C. Bruner / Gordon C. Bruner II

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Set: Marketing scales handbook.Publisher: Fort Worth, Texas, USA : GCBII Productions, LLC, 2009Edition: Library VersionDescription: 1 Online-Ressource (xxii, 1023 Seiten)ISBN:
  • 9781282351530
  • 9780615273273
Subject(s): DDC classification:
  • 658.83028
LOC classification:
  • HF5415.3.B78 2009eb
Online resources: Note: Hinweis: Im Netz der HKA bitte diesen Link verwenden: https://ebookcentral.proquest.com/lib/karlsruhe/detail.action?docID=3339989Summary: This volume is the 5th in the Marketing Scales Handbook series and provides descriptions of 716 summated scales used to measure consumption-related constructs such as brand attitude, satisfaction, purchase intention, and attitude-toward-the-ad. Scales reviewed in this volume were published in the top marketing journals during the years 2002-2005. This is the last book in the series to provide cumulative reviews of the most used scales up to that point along with newly introduced scales.Summary: Volume 5 (library version) -- Title page -- Copyright page -- Table of Contents -- Preface -- Acknowledgements -- Introduction -- Scale Reviews -- #001 Abstractness -- #002 Acceptability of Alternative Service Providers -- #003 Account Planner Evaluation (Awards) -- #004 Account Planner Evaluation (Market Metrics) -- #005 Account Planner Evaluation (Personal Feedback) -- #006 Accountability (Outcome) -- #007 Accountability (Procedural) -- #008 Accountability Degree -- #009 Achievement Importance -- #010 Action Tendency -- #011 Ad-evoked Product Usage Thoughts -- #012 Aesthetic Appeal of Interior Design -- #013 Aesthetic Evaluation -- #014 Affective Response (General) -- #015 Affective Response (Negative) -- #016 Affective Response (Negative) -- #017 Affective Response (Negative) -- #018 Affective Response (Positive) -- #019 Affective Response (Positive) -- #020 Affective Response (Positive) -- #021 Affective Response (Positive) -- #022 Affective Response (Positive) -- #023 Affective Response to the Ad (Approval) -- #024 Affective Response to the Ad (Disapproval) -- #025 Affective Response to the Ad (Empathy) -- #026 Affective Response to the Ad (Positive) -- #027 Affective Response to the Ad (Positive) -- #028 Affective Response to the Ad (Positive) -- #029 Affective Response to the Ad (Sympathy) -- #030 Ambivalence of Product Evaluation -- #031 Anger -- #032 Anxiety -- #033 Anxiety (Technological) -- #034 Arousal -- #035 Attention to Ad (Message Relevance) -- #036 Attention to the Ad (General) -- #037 Attention to the Commercials -- #038 Attitude Strength -- #039 Attitude Toward Advertising (Role Portrayals) -- #040 Attitude Toward Advertising (Skepticism) -- #041 Attitude Toward Health Risk -- #042 Attitude Toward Political Advertising (Negative) -- #043 Attitude Toward Private Label Brands -- #044 Attitude Toward Product Placement.PPN: PPN: 1416729380Package identifier: Produktsigel: ZDB-26-MYL | ZDB-30-PQE
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