The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures
John R. Rossiter; Lars Bergkvist
| Year of publication: |
2009
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|---|---|
| Authors: | Rossiter, John R. ; Bergkvist, Lars |
| Published in: |
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung. - Hamburg : New-Business-Verl., ISSN 1436-798X, ZDB-ID 1473197-6. - Vol. 55.2009, 2, p. 8-18
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| Subject: | Werbewirkung | Advertising effects | Messung | Measurement | Theorie | Theory | Australien | Australia |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003854849