Towards a Measure of Marketing Resource

نویسندگان

  • Graham Hooley
  • Gordon Greenley
  • John Cadogan
  • Hans Mühlbacher
  • John Fahy
چکیده

The paper reports results from a pilot study into marketing assets and capabilities. Empirical work conducted in the UK and Austria is used to test a set of items for measuring these marketing resources using confirmatory factor analysis. The resulting scales are both conceptually and empirically validated and shown to offer excellent levels of reliability.

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تاریخ انتشار 2001