Testing Thirteen Attitude Scales for Agreement and Brand Discrimination
Journal of MarketingPublished 1 January 1979
Russell I. Haley, Peter Case
Citations63
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
This article describes a study in which 630 women rated brands of package goods on each of 13 popular scales and compares the ratings to find which scales were related and which discriminated best among brands. It makes additional observations about validity, response patterns, and scoring.
Keywords
Business, Management and Accounting