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Socially responsible marketing decisions - scale development

Dina Lončarić ; Veleučilište u Rijeci

Puni tekst: hrvatski pdf 192 Kb

str. 7-23

preuzimanja: 2.397



The purpose of this research is to develop a measurement scale for evaluating the implementation level of the concept of social responsibility in taking marketing decisions, in accordance with a paradigm of the quality-of-life marketing. A new scale of "socially responsible marketing decisions" has been formed and its content validity, reliability and dimensionality have been analyzed. The scale has been tested on a sample of the most successful Croatian firms. The research results lead us to conclude that the scale has satisfactory psychometric characteristics but that it is necessary to improve it by generating new items and by testing it on a greater number of samples.

Ključne riječi

quality-of-life marketing, social responsibility, measurement scale

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Podaci na drugim jezicima: hrvatski

Posjeta: 3.511 *