A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are p
La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit fro
The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or fr
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers
"Which measurement scales have been used the most in consumer insight research? Dr. Bruner, author of the classic Marketing Scales Handbook series, set out to a