Enhancing validity of scales developed in Western countries for use in emerging markets: An example using perceived risk in e-commerce scale.

P. Bertea, H. van Herk

Research output: Chapter in Book / Report / Conference proceedingConference contributionAcademicpeer-review

Original languageEnglish
Title of host publicationMarketing Theory Challenges in Emerging Societies
Place of PublicationSt. Petersburg, Russia
PublisherEMAC European Marketing Academy
Publication statusPublished - 2013
EventEMAC CEE Regional Conference - St. Petersburg, Russia
Duration: 25 Sept 201327 Sept 2013


ConferenceEMAC CEE Regional Conference

Cite this