The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Quality of the Product Application
Three, seven-point items measure a consumer’s comparison between two uses of a product in terms of which application is believed to be the better. To be clear, as stated, the items focus on the applications of the product rather than to the product itself.
Key Words