Marketing scales handbook : a compilation of multi-item measures for consumer behavior & advertising research. Volume 5

When published, this was the first-of-its-kind handbook that provided detailed descriptions of multi-item rating scales used to measure marketing related constructs. Covering the period from 1980 to 1989, this easy-to-use reference tool details 588 marketing scales used in Consumer Behavior; Advertising; and Organizational, Sales Force, and Miscellaneous fields. With both Volume I and II on their book shelves, contemporary market researchers and academics have easy access to nearly 1000 different measurement scales, including some history of the scales' use in scholarly studies The largest book of its kind available, Volume 5 of the Marketing Scales Handbook series provides descriptions and reviews of 716 summated scales which were 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. "Covers the [multi-item psychometric] scales that were reported in [marketing journal] articles published from 2002 to 2005. ... predominantly composed of scales that were used with consumers"--Introd., p. xx Gordon C. Bruner Ii. Includes Bibliographical References And Indexes.