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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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Abstract

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.

Keywords

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

Hrčak ID:

53076

URI

https://hrcak.srce.hr/53076

Article data in other languages: croatian

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