| Description |
1 online resource (xxv, 465 pages) |
| Contents |
Cover -- Title page -- Copyright page -- Table of Contents -- Preface -- Acknowledgements -- Introduction -- Scale Reviews -- Ad Attribute Importance (Artistic Originality) -- Ad Attribute Importance (Authenticity) -- Ad Attribute Importance (Executional Quality) -- Ad Claim�s Precision -- Ad Headline Metaphoric Level -- Affirmation of Customers -- Aloneness -- Analytic/Holistic Thinking Style -- Analytic/Holistic Thinking Style -- Anger -- Anger (Empathetic) -- Animosity Toward Outsourced Countries -- Anxiety (General) -- Anxiety (Purchase) |
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Appropriateness of the Warranty Time UnitsAttachment Avoidance -- Attachment to a Person -- Attachment to the Company (Anxiety) -- Attachment to the Company (Comforting) -- Attention Overload -- Attitude Toward Advergames for Children (Negative) -- Attitude Toward Advergames for Children (Positive) -- Attitude Toward Advertising (Credibility) -- Attitude Toward Advertising (Entertaining) -- Attitude Toward Advertising (General) -- Attitude Toward Advertising (Good for Economy) -- Attitude Toward Advertising (Informative) |
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Attitude Toward Advertising (Materialism)Attitude Toward Advertising (Social Role) -- Attitude Toward Consuming the Food -- Attitude Toward In-Game Advertising (Believability) -- Attitude Toward In-Game Advertising (Entertaining) -- Attitude Toward In-Game Advertising (General) -- Attitude Toward In-Game Advertising (Realism Enhancement) -- Attitude Toward Offshoring -- Attitude Toward Personalized Advertising (Benefits) -- Attitude Toward Personalized Advertising (Irritating) -- Attitude Toward Puzzles -- Attitude Toward Reading |
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Attitude Toward Shopping Websites (Aesthetics)Attitude Toward Shopping Websites (Community) -- Attitude Toward Shopping Websites (Customization) -- Attitude Toward Shopping Websites (Information Benefits) -- Attitude Toward the Ad (Affective) -- Attitude Toward the Ad (Deceptive) -- Attitude Toward the Ad (Humorous) -- Attitude Toward the Ad (Relevance) -- Attitude Toward the Ad (Trustworthiness) -- Attitude Toward the Brand Extension -- Attitude Toward the Brand Extension -- Attitude Toward the Brand -- Attitude Toward the Brand -- Attitude Toward the Cause |
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Attitude Toward the Company (Social Responsibility)Attitude Toward the Company's Communications -- Attitude Toward the Experience -- Attitude Toward the Game -- Attitude Toward the Game -- Attitude Toward the Hiking Boots -- Attitude Toward the Hotel -- Attitude Toward the Movie (General) -- Attitude Toward the Object (Disgusting) -- Attitude Toward the Person -- Attitude Toward the Pricing Policy -- Attitude Toward the Promotional Offer -- Attitude Toward the Responsible Drinking Ad (Challenge Appraisals) |
| Bibliography |
Includes bibliographical references |
| Notes |
English |
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Online resource; title from e-book title screen (EBL platform, viewed September 8, 2016) |
| Subject |
Marketing research -- Statistical methods -- Handbooks, manuals, etc
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Scaling (Social sciences) -- Handbooks, manuals, etc
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Marketing research -- Statistical methods
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Scaling (Social sciences)
|
| Genre/Form |
handbooks.
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manuals (instructional materials)
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Handbooks and manuals
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Handbooks and manuals.
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Guides et manuels.
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| Form |
Electronic book
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| ISBN |
9780692395837 |
|
0692395830 |
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