EQUITY THEORY: ANOTHER PRECURSOR OF QUALITY OF LIFE MARKETING”

EQUITY THEORY: ANOTHER PRECURSOR OF QUALITY OF LIFE MARKETING”

Lee and Sirgy (2004) noted that Quality of Life (QOL) marketing is a concept originating from a set of philosophical foundations in marketing thought. These foundations, according to them, are societal marketing, relationship marketing, and stakeholder theory. But our present study captures “Equity Theory” as another critical foundation of QOL marketing. Confirmatory factor analysis and...
 
Published in 2018
 
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professor Rowland Worlu
Worlu Rowland
 
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