Marketing Scales Handbook A Compilation of Multi-Item Measures for Consumer Behavior and Advertising 1998-2001

MARKETING SCALES HANDBOOK VOLUME IV: CONSUMER BEHAVIOR covers all new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.James, Karen E. is the author of 'Marketing Scales Handbook A Compilation of Multi-Item Measures for Consumer Behavior and Advertising 1998-2001', published 2005 under ISBN 9781587992056 and ISBN 1587992051.