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 14731976. - Vol. 55.2009, 2, p. 8-18
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| Type of publication: | Article |
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| Language: | English |
| Source: |
Persistent link: https://www.econbiz.de/10009854226