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Keywords: Instruments
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (7): 500–507.
Published: 01 November 2011
.../methodology/approach A measurement instrument, called the 3As, is developed to assess the extent to which an organization is aware of its creative customers, its attitude towards its creative customers, and finally the action it takes in response to its creative customers. A total of 178 Executive MBA...
