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Original scientific paper

Socially responsible marketing decisions - scale development

Dina Lončarić ; Veleučilište u Rijeci

Full text: croatian pdf 192 Kb

page 7-23

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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.


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

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Article data in other languages: croatian

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