@article{turki2017measurement,
  title = {A Measurement Scale of the Attitude towards the Branded Product Sales Promotion},
  author = {Mouna Damak Turki},
  year = 2017,
  url = {https://ibimapublishing.com/articles/JMRCS/2017/941656/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2017,
  pages = 15,
  doi = 10.5171/2017.941656,
  abstract = {The notion of attitude has widely attracted marketing researchers. This study seeks to extend the resource-based view to the context of the consumers’ behavior. It is intended to develop a measurement scale of attitude towards the sales promotion of branded products, and to verify its psychometric qualities. The present work encompasses the results of an approach inspired of the Churchill paradigm of developing a measurement scale administered to a sample set of 400 consumers. The results obtained showed that the optimal scale is two-dimensional and profits from acceptable psychometric qualities.},
  keywords = {Attitude, sales promotion, measurement scale},
  note = Article ID: 941656
}