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图书介绍

• Author: William O. Bearden
• Publisher: Sage Publications, Inc
• ISBN: 076191000X
• Pages: 552

In this handbook, one can compile and compare easily the consumer ethonocentrism scale, the sexual identity scale, value and lifestyle scale (VALS), Belk's materialism scale, Personal involvement inventory (PII), consumer image of retailer stores (CIRS), measures relating to Ad emotions and Ad contents, service quality (SERVQUAL), attitudes toward social responsibility and ethical behavior, measures for managing sales, and much more

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