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Interpersonal communication in the consumer socialization process: Scale development and validation

by Marc Fetscherin, Renee-Marie Stephano
Journal of Marketing Theory and Practice ()
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The market orientation construct is central to the study of marketing; however, scholars have expressed concern about the multiple market orientation conceptualizations. This paper introduces and tests a model of market-oriented culture and conduct that reconciles the prevailing conceptualizations. In addition, it extends previous research by considering the effect of market orientation on individual-level responses. Findings support the proposed market orientation model. Findings also support a positive relationship between market-oriented responsiveness and salesperson customer orientation. The proposed model of-fers significant insight into the market orientation construct.

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42 Readers on Mendeley
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62% Business, Management and Accounting
17% Social Sciences
10% Psychology
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33% Student > Ph. D. Student
12% Professor > Associate Professor
12% Student > Bachelor
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5% Brazil
2% India
2% Germany

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