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International journal of market research
International journal of advertising : the review of marketing communications
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International journal of advertising : the quarterly review of marketing communications
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Measuring
attitude
toward
the
ad
: a test of using arbitrary scales and "p < .05" criterion
Li, Cong
;
Ali, Khudejah
- In:
International journal of market research
63
(
2021
)
5
,
pp. 620-634
Persistent link: https://www.econbiz.de/10012625172
Saved in:
2
Staying in the middle or avoiding extremes? : a test of the effect of rating scale length in advertising research with Chinese consumers
Li, Cong
;
Yoon, Gunwoo
;
Petit, John
- In:
International journal of market research
62
(
2020
)
4
,
pp. 418-431
Persistent link: https://www.econbiz.de/10012308942
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