Philosophical Foundations of QOL Marketing: A case for Equity theory.

Philosophical Foundations of QOL Marketing: A case for Equity theory.

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Lee and Sirgy (2004) noted that Quality of Life (QOL) marketing is a concept originating from a set of philosophical foundations in marketing though. These foundation, 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 at A peer- reviewed publication of international academy of African business and development, Metropolitan university, London (U.K) 2007.
Published in 2014
 
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Worlu, R. E. K (2009)
Worlu Rowland
 
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