Personal selling constructs and measures: Emic versus etic approaches to cross-national research
Evaluates transportability of personal selling measures across cultural boundaries. Concept of measurement development; Emic and etic approaches to developing measures for cross-cultural applications; Cross-national dimensionality, reliability and construct validity of adaptive selling (ADAPTS) and customer-oriented selling (SOCO).
|Keywords||marketing, selling, social aspects|
Herché, J., Swenson, M.J., & Verbeke, W.J.M.I.. (1996). Personal selling constructs and measures: Emic versus etic approaches to cross-national research. European Journal of Marketing, 83–97. Retrieved from http://hdl.handle.net/1765/12720