search query: @journal_id 665 / total: 178
reference: 81 / 178
| Author: | Holzmüller, H. Hafenscher, B. |
| Title: | Consumer Sentiment Toward Marketing in Austria and Some Exploratory Cross-National Comparisons. |
| Journal: | Markt
1996 : VOL. 35:3, p. 156-166 |
| Index terms: | CONSUMER ATTITUDES MARKETING INTERNATIONAL MARKETING COMPARATIVE RESEARCH AUSTRIA USA |
| Language: | ger |
| Abstract: | This paper focuses on the measurement of consumer sentiment toward marketing, which has been of interest to academic and commercial researchers for many years. The study's overall purpose is to assess the transferability and meaningfulness of Gaski and Etzel's (1986) Index of Consumer Sentiment toward Marketing (ICSM) in another - the Austrian - marketing environment where there is a typically low marketing intensity. In a further step, Austrian findings are compared with data from the U.S. (Gaski and Etzel 1986), Hong Kong (Wee and Chan 1989) and Australia (Chan, Yau and Chan 1990) in an exploratory way. Reliability and validity tests on the measurement instrument confirm its transferability to another national context without loding quality. |
SCIMA