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Journal articles on the topic 'Marketing scales'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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1

Jacobs, Laurence, and Reginald Worthley. "Using CAD scales for cross-cultural marketing." International Business Review 3, no. 3 (1994): 263–74. http://dx.doi.org/10.1016/0969-5931(94)90005-1.

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2

Stewart, David W., William O. Bearden, Richard G. Netemeyer, Mary F. Mobley, Gordon C. Bruner, and Paul J. Hensel. "Handbook of Marketing Scales, Multi-Item Measures for Marketing and Consumer Behavior Research." Journal of Marketing Research 30, no. 4 (1993): 525. http://dx.doi.org/10.2307/3172696.

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3

Bassi, Francesca. "Latent Class Analysis for Marketing Scale Development." International Journal of Market Research 53, no. 2 (2011): 209–30. http://dx.doi.org/10.2501/ijmr-53-2-209-230.

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Measurement scales are a crucial instrument in marketing research for measuring unobservable variables such as attitudes, opinions and beliefs. In using, evaluating or developing multi-item scales, a number of guidelines and procedures are recommended, to ensure that the measure applied is psychometrically robust. These procedures have been outlined in the psychometric literature since the late 1970s and are composed of steps that refer to construct and domain definition, scale validity, reliability, dimensionality and generalisability. Various statistical instruments are used in the scale-dev

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Gilmore, Audrey, and Rosalind McMullan. "Scales in services marketing research: a critique and way forward." European Journal of Marketing 43, no. 5/6 (2009): 640–51. http://dx.doi.org/10.1108/03090560910946972.

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PurposeThe purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of service marketing situations and contexts.Design/methodology/approachA review of the most widely used scales in services measurement, including SERVQUAL and SERVPERF is provided, along with some of the conceptual issues surrounding scale design and use in service contexts. Then some qualitative research techni

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Sharma, Subhash, and Danny Weathers. "Assessing generalizability of scales used in cross-national research." International Journal of Research in Marketing 20, no. 3 (2003): 287–95. http://dx.doi.org/10.1016/s0167-8116(03)00038-7.

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Abrantes-Braga, Farah Diba M. A., and Tania Veludo-de-Oliveira. "Development and validation of financial well-being related scales." International Journal of Bank Marketing 37, no. 4 (2019): 1025–40. http://dx.doi.org/10.1108/ijbm-03-2018-0074.

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PurposeThe purpose of this paper is to develop valid and reliable scales for assessing a driver and two obstacles potentially related to financial well-being (FWB): financial preparedness for emergency, beliefs of credit limits as additional income and risky indebtedness behaviour.Design/methodology/approachThe scales were developed from scratch across six studies, employing a two-step methodology, which encompassed both qualitative (e.g. focus group, interviews) and quantitative (i.e. online surveys) data collection. Exploratory and confirmatory factor analyses were employed to test and valid

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Pitt, Leyland. "Book Review: Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research." Journal of General Management 19, no. 2 (1993): 90–92. http://dx.doi.org/10.1177/030630709301900208.

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Matsuno, Ken, John T. Mentzer, and Joseph O. Rentz. "A conceptual and empirical comparison of three market orientation scales." Journal of Business Research 58, no. 1 (2005): 1–8. http://dx.doi.org/10.1016/s0148-2963(03)00075-4.

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9

Park, Chan Su. "The robustness of hierarchical Bayes conjoint analysis under alternative measurement scales." Journal of Business Research 57, no. 10 (2004): 1092–97. http://dx.doi.org/10.1016/s0148-2963(03)00039-0.

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Braunsberger, Karin, and Roger Gates. "Developing inventories for satisfaction and Likert scales in a service environment." Journal of Services Marketing 23, no. 4 (2009): 219–25. http://dx.doi.org/10.1108/08876040910965557.

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11

VIEIRA, VALTER AFONSO, and LUIZ ANTONIO SLONGO. "AN INVENTORY OF THE CHARACTERISTICS OF THE MARKETING SCALES CREATED AND TESTED IN BRAZIL." RAM. Revista de Administração Mackenzie 8, no. 4 (2007): 11–34. http://dx.doi.org/10.1590/1678-69712007/administracao.v8n4p11-34.

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ABSTRACT The scales used in marketing research looking for obtaing reliability data. However, a lot of problems exist when the topic is used a valid and reliable scale. In this context, this paper analyzes the brazilian instruments proposed and validate (just in marketing field). For such purpose, the theory in scale development is discussed (suggestin a summarized figure) and, as consequence, that theory is tested empirically. A total of 26 scales were analyzed in the brazilian marketing field. The results suggested that it is necessary to use more the alternative methods suggested by the the

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12

Taylor-West, Paul, Jim Saker, and Donna Champion. "The benefits of using reduced item variable scales in marketing segmentation." Journal of Marketing Communications 20, no. 6 (2012): 438–46. http://dx.doi.org/10.1080/13527266.2012.723026.

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13

Themistocleous, Christos, Anastasios Pagiaslis, Andrew Smith, and Christian Wagner. "A comparison of scale attributes between interval-valued and semantic differential scales." International Journal of Market Research 61, no. 4 (2019): 394–407. http://dx.doi.org/10.1177/1470785319831227.

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This article presents the results of an exploratory study comparing interval-valued scales (IVSs) and semantic differential scales (SDSs). The article investigates consumer perceptions regarding specific scale attributes and utilizes a controlled, between-subjects, experimental pen-and-paper design to assess the preferences of respondents when using the IVSs and SDSs. The rationale of this comparison lies with the fact that the newly introduced IVS has a built-in mechanism that allows the direct capture of respondent uncertainty toward the asked question, a feature that is absent from the SDS

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14

Lieven, Theo. "How to create reproducible brand personality scales." Journal of Brand Management 24, no. 6 (2017): 592–608. http://dx.doi.org/10.1057/s41262-017-0058-0.

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15

Randrianasolo, Arilova A., and Mark J. Arnold. "Consumer legitimacy: conceptualization and measurement scales." Journal of Consumer Marketing 37, no. 4 (2020): 385–97. http://dx.doi.org/10.1108/jcm-03-2019-3124.

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Purpose This paper aims to propose the concept of consumer legitimacy, develops scales to measure this concept and shows its utility and relevance in the international marketing field. Design/methodology/approach A four-step deductive approach (construct definition, item generation, scale purification and scale validation) is used to develop scales for three dimensions of consumer legitimacy, then a structural model of antecedents and outcomes of the construct provides validity for the developed scales. Findings Results validate the developed scales with different multinational enterprise cont

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de Rezende, Naia A., and Denise D. de Medeiros. "How rating scales influence responses’ reliability, extreme points, middle point and respondent’s preferences." Journal of Business Research 138 (January 2022): 266–74. http://dx.doi.org/10.1016/j.jbusres.2021.09.031.

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Kalafatis, Stavros P., Samuel Sarpong, and Khurram J. Sharif. "An Examination of the Stability of Operationalisations of Multi-Item Marketing Scales." International Journal of Market Research 47, no. 3 (2005): 255–66. http://dx.doi.org/10.1177/147078530504700301.

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Boerman, Sophie C., Eva A. van Reijmersdal, Esther Rozendaal, and Alexandra L. Dima. "Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)." International Journal of Advertising 37, no. 5 (2018): 671–97. http://dx.doi.org/10.1080/02650487.2018.1470485.

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19

Foxall, Gordon R., and John G. Pallister. "Measuring purchase decision involvement for financial services: comparison of the Zaichkowsky and Mittal scales." International Journal of Bank Marketing 16, no. 5 (1998): 180–94. http://dx.doi.org/10.1108/02652329810228181.

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20

E T, Maziriri, and Chinomona E. "Modeling the Influence of Relationship Marketing, Green Marketing and Innovative Marketing on the Business Performance of Small, Medium and Micro Enterprises (SMMES)." Journal of Economics and Behavioral Studies 8, no. 3(J) (2016): 127–39. http://dx.doi.org/10.22610/jebs.v8i3(j).1294.

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Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. In South Africa, the Small, Micro and Medium Enterprises (SMMEs) sector has been acknowledged as the driving force to foster economic growth and job creations. This paper aimed at examining how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa. The study utilized a quantitative research paradigm. A structured questionnaire consisting of validated scales for relationsh

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Martínez, Jose A., and Manuel Ruiz Marín. "D-test: A New Test for Analyzing Scale Invariance Using Symbolic Dynamics and Symbolic Entropy." Methodology 7, no. 3 (2011): 88–95. http://dx.doi.org/10.1027/1614-2241/a000026.

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The aim of this study is to improve measurement in marketing research by constructing a new, simple, nonparametric, consistent, and powerful test to study scale invariance. The test is called D-test. D-test is constructed using symbolic dynamics and symbolic entropy as a measure of the difference between the response patterns which comes from two measurement scales. We also give a standard asymptotic distribution of our statistic. Given that the test is based on entropy measures, it avoids smoothed nonparametric estimation. We applied D-test to a real marketing research to study if scale invar

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22

Khare, Arpita. "Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour." Marketing Intelligence & Planning 32, no. 1 (2014): 2–20. http://dx.doi.org/10.1108/mip-04-2013-0062.

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Purpose – The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB). Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Findings – ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behavio

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23

Sashittal, Hemant, and Avan Jassawalla. "Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials." Marketing Intelligence & Planning 37, no. 7 (2019): 741–53. http://dx.doi.org/10.1108/mip-10-2018-0446.

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Purpose The purpose of this paper is to report a three-study effort that aimed to explicate the brand entification construct, a post-anthropomorphic attribution that results from user-brand interaction on Twitter. Entified brands are not merely humanlike, they are viewed as human celebrities with an elevated social status. Design/methodology/approach A testable conceptual framework, hypotheses and measurement scales for explicating the brand entification construct are derived from focus groups. The framework is tested using two separate surveys; the first surveyed college going, Millennial use

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Guiné, Raquel P. F., Elena Bartkiene, Viktória Szűcs, et al. "Study about Food Choice Determinants According to Six Types of Conditioning Motivations in a Sample of 11,960 Participants." Foods 9, no. 7 (2020): 888. http://dx.doi.org/10.3390/foods9070888.

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Many aspects linked to personal characteristics, society and culture constitute some of the motivators that drive food choice. The aim of this work was to determine in what extent the eating behaviors of individuals are shaped by six different types of determinants, namely: health, emotions, price and availability, society and culture, environment and politics, and marketing and commercials. This is a descriptive cross-sectional study, involving a non-probabilistic sample of 11,960 participants from 16 countries. The objective of this work was to validate the questionnaire, so as to make it su

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25

Yildirim, Seda, Ali Acaray, and Burcu Candan. "The relationship between marketing culture and organizational commitment." World Journal of Entrepreneurship, Management and Sustainable Development 12, no. 1 (2016): 66–80. http://dx.doi.org/10.1108/wjemsd-08-2015-0035.

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Purpose – The purpose of this paper is to find out whether there was a significant relationship between marketing culture and organizational commitment. In addition, relations between dimensions or marketing culture and dimensions of organizational commitment were investigated. Prior studies have shown that there were significant relationships between organizational culture and organizational commitment. Accordingly it is that there is a significant relationship between marketing culture and organizational commitment. Design/methodology/approach – This research collected data via survey method

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Paas, Leonard J., and Klaas Sijtsma. "Nonparametric item response theory for investigating dimensionality of marketing scales: A SERVQUAL application." Marketing Letters 19, no. 2 (2008): 157–70. http://dx.doi.org/10.1007/s11002-007-9031-0.

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27

Bechtel, Gordon G. "Generalizing the Rasch Model for Consumer Rating Scales." Marketing Science 4, no. 1 (1985): 62–73. http://dx.doi.org/10.1287/mksc.4.1.62.

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28

Skackauskiene, Ilona, and Neringa Vilkaite-Vaitone. "Methodological Perspective of Evaluation of Green Marketing Performance." Economics and Business 33, no. 1 (2019): 183–91. http://dx.doi.org/10.2478/eb-2019-0013.

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Abstract There is an increasing interest among academics, top managers, stakeholders regarding green marketing and its potential to improve environmental performance. Considering the prominence green marketing has risen to in recent decades, it is surprising to note that marketing literature has drawn relatively limited attention to evaluation of green marketing performance at the level of business unit. Therefore, the aim of this article is to investigate methodological background for the evaluation of green marketing performance. Using multi-source data, the authors have found out that it is

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29

Amoo, Taiwo, and Hershey H. Friedman. "Overall Evaluation Rating Scales: An Assessment." International Journal of Market Research 42, no. 3 (2000): 1–8. http://dx.doi.org/10.1177/147078530004200303.

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30

Lu, Chin-Shan, Ho Yee Poon, and Hsiang-Kai Weng. "A safety marketing stimuli-response model of passenger behaviour in the ferry context." Maritime Business Review 3, no. 4 (2018): 354–74. http://dx.doi.org/10.1108/mabr-09-2018-0039.

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PurposeThis study aims to propose a safety marketing stimuli-response model to explain passengers’ safety behavior in the ferry services context.Design/methodology/approachStructural equation modeling was conducted to examine the impact of safety marketing stimuli on passengers’ safety awareness and behavior by using data obtained from a survey of 316 ferry passengers in Hong Kong.FindingsThe authors found that passengers’ perceptions of ferry safety marketing stimuli positively affected their safety awareness and safety awareness positively affected passengers’ safety behaviors. Specifically,

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Weijters, Bert, Hans Baumgartner, and Maggie Geuens. "The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales." International Journal of Research in Marketing 33, no. 4 (2016): 944–60. http://dx.doi.org/10.1016/j.ijresmar.2016.05.003.

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Naghi, Remus Ionut, and Gheorghe Preda. "Individual Consequences of Internal Marketing." Studia Universitatis „Vasile Goldis” Arad – Economics Series 25, no. 2 (2015): 35–53. http://dx.doi.org/10.1515/sues-2015-0011.

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Abstract Since the emergence of the concept of internal marketing in the literature there have been almost 40 years. This period was marked by a constant increase of the concerns in the internal marketing area, these efforts being evidenced by the publication of a consistent number of articles (conceptual and empirical) which analyze this subject. Considering the previous empirical studies, most of them have focused on studying the relationship between internal marketing and employee satisfaction and / or organizational commitment. However, the relationship between internal marketing and its c

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Ewing, Michael T., Albert Caruana, and George M. Zinkhan. "On the cross-national generalisability and equivalence of advertising response scales developed in the USA." International Journal of Advertising 21, no. 3 (2002): 323–43. http://dx.doi.org/10.1080/02650487.2002.11104935.

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Ştir, Mihaela, and Adriana Zaiţ. "Potential Impact of Virtual Touching on Endowment and Feelings of Ownership. A Literature Review of Concepts and Scales." Review of Economic and Business Studies 12, no. 2 (2019): 145–62. http://dx.doi.org/10.1515/rebs-2019-0097.

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AbstractOnline sales increase at incredible paces, all over the world, and so are corresponding marketing efforts. One of the main deterrents of online selling is related to the impossibility of trying or touching products before taking the decision to buy. Previous studies on offline environments have proved that touching products makes people develop a feeling of ownership, a psychological sense of property that has positive consequences on their intention and decision to buy those products. Similar effects, adapted for the online environments, were less investigated, but the very few existe

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Morkunas, Mangirdas, Elzė Rudienė, Lukas Giriūnas, and Laura Daučiūnienė. "Assessment of Factors Causing Bias in Marketing- Related Publications." Publications 8, no. 4 (2020): 45. http://dx.doi.org/10.3390/publications8040045.

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The present paper aims at revealing and ranking the factors that most frequently cause bias in marketing-related publications. In order to rank the factors causing bias, the authors employed the Analytic Hierarchy Process method with three different scales representing all scale groups. The data for the study were obtained through expert survey, which involved nine experts both from the academia and scientific publishing community. The findings of the study confirm that factors that most frequently cause bias in marketing related publications are sampling and sample frame errors, failure to sp

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Oczkowski, Edward, and Mark A. Farrell. "Discriminating between measurement scales using non-nested tests and two-stage least squares estimators: The case of market orientation." International Journal of Research in Marketing 15, no. 4 (1998): 349–66. http://dx.doi.org/10.1016/s0167-8116(98)00007-x.

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Islam, Mohammad Tarikul, and Michael Jay Polonsky. "Validating scales for economic upgrading in global value chains and assessing the impact of upgrading on supplier firms’ performance." Journal of Business Research 110 (March 2020): 144–59. http://dx.doi.org/10.1016/j.jbusres.2020.01.010.

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38

Massiera, Philippe, Laura Trinchera, and Giorgio Russolillo. "Evaluating the presence of marketing capabilities: A multidimensional, hierarchical index." Recherche et Applications en Marketing (English Edition) 33, no. 1 (2018): 30–52. http://dx.doi.org/10.1177/2051570718759003.

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We propose a multidimensional instrument to assess the degree of presence of marketing capabilities a firm possesses, at three levels of abstraction. We first present the theoretical framework for marketing capabilities and discuss the main scales proposed by Vorhies et al. Then, we detail the steps required to develop and validate our third-order formative instrument. We assess the convergent and discriminant validity of the proposed instrument via partial least squares path modelling (PLS-PM) applied to a sample of 199 French small- and medium-sized enterprises (SMEs). Finally, we check the

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Godsey, Judi Allyn, Tom Hayes, Clinton Schertzer, and Robert Kallmeyer. "Development and testing of three unique scales measuring the brand image of nursing." International Journal of Pharmaceutical and Healthcare Marketing 12, no. 1 (2018): 2–14. http://dx.doi.org/10.1108/ijphm-09-2016-0052.

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Purpose Nurses have been called to be leaders in the transformation of health care and to help improve health-care access for the nation’s most vulnerable populations. However, to lead health-care transformation, the profession of nurses must first see themselves as leaders. Unfortunately, nursing has been described as lacking cohesiveness and failing to communicate a consistent brand image. No empirically tested quantitative tools exist to measure the brand identity of nursing, making it difficult to assess where the profession stands in regard to the mantel of leadership. The purpose of this

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Visentin, Marco, Mariachiara Colucci, and Gian Luca Marzocchi. "Brand Measurement Scales and Underlying Cognitive Dimensions." International Journal of Market Research 55, no. 1 (2013): 43–57. http://dx.doi.org/10.2501/ijmr-2013-006.

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The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals' relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations

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41

Flynn, Leisa Reinecke. "Do standard scales work in older samples?" Marketing Letters 4, no. 2 (1993): 127–37. http://dx.doi.org/10.1007/bf00994071.

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Wright, Malcolm, and Murray MacRae. "Bias and variability in purchase intention scales." Journal of the Academy of Marketing Science 35, no. 4 (2007): 617–24. http://dx.doi.org/10.1007/s11747-007-0049-x.

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Sashittal, Hemant, and Avan Jassawalla. "Preliminary evidence of brand acquaintancing on Snapchat." Marketing Intelligence & Planning 37, no. 2 (2019): 197–210. http://dx.doi.org/10.1108/mip-05-2018-0144.

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Purpose The purpose of this paper is to empirically derive and test a framework of brand acquaintancing – a new emotional attribution resulting from user-brand interactions on Snapchat, a popular social medium with ephemeral properties. Design/methodology/approach Focus group data were used to derive a framework, hypotheses and measurement scales for explicating the brand acquaintancing construct. Structural coherence of the framework and reliability and validity of scales were tested using a survey sample of Snapchat using students. The purified theoretical model was tested using a nationwide

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44

Douglas, Susan P., and Edwin J. Nijssen. "On the use of “borrowed” scales in cross‐national research." International Marketing Review 20, no. 6 (2003): 621–42. http://dx.doi.org/10.1108/02651330310505222.

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45

Lipovetsky, Stan, and Michael Conklin. "Decreasing Respondent Heterogeneity by Likert Scales Adjustment via Multipoles." Stats 1, no. 1 (2018): 169–75. http://dx.doi.org/10.3390/stats1010012.

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A description of Likert scales can be given using the multipoles technique known in quantum physics and applied to behavioral sciences data. This paper considers decomposition of Likert scales by the multipoles for the application of decreasing the respondents’ heterogeneity. Due to cultural and language differences, different respondents habitually use the lower end, the mid-scale, or the upper end of the Likert scales which can lead to distortion and inconsistency in data across respondents. A big impact of different kinds of respondent is well known, for instance, in international studies,

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Al-Wugayan, Adel A. A. "Relationship versus customer experience quality as determinants of relationship quality and relational outcomes for Kuwaiti retail banks." International Journal of Bank Marketing 37, no. 5 (2019): 1234–52. http://dx.doi.org/10.1108/ijbm-09-2018-0251.

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Purpose The purpose of this paper is to investigate the extent to which customer experience and relationship marketing (RM), as two widely used service management approaches, can effectively determine satisfaction and commitment as two relational quality constructs, and their impact on loyalty and word-of-mouth (WoM) as relational outcomes for retail bank services in Kuwait. This country is chosen as an exemplar of an Arabian Peninsula culture with a predominantly Islamic heritage and a capital-surplus economy. Design/methodology/approach The relational benefits scale and customer experience q

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47

Françoise, Simon, and Lynda Andrews. "A relational approach to direct mail consumption." European Journal of Marketing 49, no. 9/10 (2015): 1527–62. http://dx.doi.org/10.1108/ejm-04-2014-0212.

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Purpose – This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant role in many companies’ communication strategies. Research on this topic predominantly investigates driving store traffic and sales. Less is known regarding the consumer side, such as the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail

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48

Karayanni, Despina. "A Cluster Analysis of Physician’s Values, Prescribing Behaviour and Attitudes towards Firms’ Marketing Communications." International Journal of Customer Relationship Marketing and Management 1, no. 4 (2010): 62–79. http://dx.doi.org/10.4018/jcrmm.2010100104.

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In this paper, the authors present an exploratory research on the associations between physicians’ personal values with physicians’ prescribing criteria and preferred marketing communications. The research involved extant marketing research and primary data collection. The resulting quantitative research instrument was then administered to a sample of 69 physicians, yielding a 69% response rate. All but the demographic measures were tapped by 5-point scales and a series of factor and reliability analyses assessed unidimentionality and reliability of research constructs. A series of ANOVAs and

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Manolis, Chris, James A. Roberts, and Visual Kashyap. "A Critique and Comparison of Two Scales from Fifteen Years of Studying Compulsive Buying." Psychological Reports 102, no. 1 (2008): 153–65. http://dx.doi.org/10.2466/pr0.102.1.153-165.

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Compulsive buying is an important construct in marketing that has far-reaching personal and social implications. The profile of the adult compulsive buyer in the literature is based largely on the 1992 Faber and O'Guinn Compulsive Buying Scale. A second compulsive buying scale by Edwards has also been used but sparingly. Empirical research conducted over that past 15 years with these two scales shows that, although both scales were designed to measure compulsive buying, the two appear to be different operationalizations of the construct. The present review raises several psychometric issues ab

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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "A Closer Look at Emotional Intelligence in Marketing Exchange." GfK Marketing Intelligence Review 4, no. 1 (2012): 24–31. http://dx.doi.org/10.2478/gfkmir-2014-0038.

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Abstract Emotional intelligence (EI) is important in many business contexts. Knowing how sales professionals use emotions to facilitate positive outcomes for their firms, themselves and their customers is particularly important for managing marketing exchanges. To leverage EI it is necessary to accurately measure it. Existing scales are of limited value and therefore a new scale to measure EI in marketing exchange is presented here. It focuses on EI related abilities in the specific context of marketing exchange and effectively demonstrates how EI interacts with sales, customer orientation, th

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