A Model for the Construction of Country-Specific Yet Internationally Comparable Short-Form Marketing Scales
Abstract
In the last few decades, the measurement of marketing constructs has improved tremendously. Our discipline has also started to systematically catalogue our measurement knowledge in influential handbooks of marketing scales. However, at least two important issues remain. First, existing scales are often too long for administration in nonstudent samples or in applied studies. Second, existing (U.S.-developed) scales may contain items that are not...
Paper Details
Title
A Model for the Construction of Country-Specific Yet Internationally Comparable Short-Form Marketing Scales
Published Date
Jul 1, 2009
Journal
Volume
28
Issue
4
Pages
674 - 689
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