Handbook of Marketing Scales

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William O. Bearden - University of South Carolina, USA
Richard G. Netemeyer - University of Virginia, USA

Series:
Association for Consumer Research

Other Titles in:
Analytical Marketing | Marketing Research

552 pages | SAGE Publications, Inc

`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research

This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.

Introduction

Traits and Individual Difference Variables

Values

Involvement, Information Processing and Price Perceptions

Reactions to Advertising Stimuli

Attitudes about the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies and the Marketplace

Sales, Sales Management, Organizational Behavior and Interfirm-Intrafirm Issues

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William O. Bearden

William O. Bearden, Bank of America Professor in Business Emeritus, Distinguished Professor Emeritus in Marketing at the University of South Carolina, received his Ph.D. from the University of South Carolina in 1975 and served previously on the faculties of Western Kentucky and the University of Alabama from 1976-1978. He is still an active faculty member in the Moore School of Business and is currently on the editorial review boards of the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Marketing, the Journal of Retailing, and Marketing Letters He also served as an... More About Author

Richard G. Netemeyer

Richard G. Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division and Senior Associate Dean at the McIntire School of Commerce at the University of Virginia, Charlottesville, VA. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. He was a member of the Marketing faculty at the E. J. Ourso School of Business at Louisiana State University from 1986 to 2001. In 2001, he joined the McIntire School of Commerce. Professor Netemeyer’s research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of... More About Author

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