Multi-Item Scale Development for Online Consumption Emotion Construct And Psychometric Evaluation for Relationship Marketing

Pradeep Kautish,Rajesh Sharma,Arpita Khare

Multi-Item Scale Development for Online Consumption Emotion Construct And Psychometric Evaluation for Relationship Marketing

2020

Pradeep Kautish
Rajesh Sharma
Arpita Khare

The present study aims to develop a multi-item scale to measure the online consumption emotion (OCE) to facilitate understanding of relationship marketing. Qualitative and quantitative approaches w...

Keywords:

scale development
Marketing
Business
multi item
Relationship marketing

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