Handbook of marketing scales: multi-item measures for marketing and consumer behaviour research - Bearden, Willam O.; Mobley, Mary F.; Netemeyer, Richard G. (New Delhi: Sage Publications India Pvt. Ltd., 1993)
Keywords: advertising stimuli; business ethics; consumer behaviour research; consumer ethnocentrism; consumption values; evaluation of measures; information processing; innovativeness; inter-intrafirm issues; marketing research; sales approaches; sales management; sexual identity scale