2015 | OriginalPaper | Buchkapitel
Consumer Sentiment Toward Marketing in Austria and Some Exploratory Cross-National Comparisons
verfasst von : Hartmut H. Holzmöller, Bernhard Hafenscher
Erschienen in: Proceedings of the 1993 World Marketing Congress
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The paper gives empirical evidence that a widely used scale of consumer sentiment toward marketing could be transfered in another national context without losing its reliability and validity. Based on reactance theory first exploratory cross-national comparisons are made between the USA and Austria as well as Hong Kong and Australia.