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Journal Articles
Development of marketing‐driven measure of risk perception
Available to Purchase
Journal:
The Journal of Risk Finance
Journal of Risk Finance (2011) 12 (2): 140–152.
Published: 01 March 2011
...Ranjit Singh; Amalesh Bhowal Purpose The purpose of this paper is to measure the risk perception of the employees in respect of equity shares, from the perspective of elements of marketing mix and to ascertain the degree of influence of elements of marketing mix on equity‐related risk perception...
