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A Measurement Scale of the Attitude towards the Branded Product Sales Promotion

  • Damak Turki M
Journal of Marketing Research and Case Studies (2017) 2017 1-15
DOI: 10.5171/2017.941656
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Abstract

The notion of attitude has widely attracted marketing researchers. This study seeks to extend the resource-based view to the context of the consumers' behavior. It is intended to develop a measurement scale of attitude towards the sales promotion of branded products, and to …

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Damak Turki, M. (2017). A Measurement Scale of the Attitude towards the Branded Product Sales Promotion. Journal of Marketing Research and Case Studies, 2017, 1–15. https://doi.org/10.5171/2017.941656

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