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Abstract
This paper is concerned with the development and testing of a new marketing self-efficacy scale. A composite marketing self-efficacy scale and two sub-scales were developed and tested for reliability and construct validity. Data from an online survey of undergraduate students who had participated in the Marketplace simulation were used in scale construction. The composite scale and sub-scales were found to be reliable measures of the underlying marketing self-efficacy variable. The construct validity of the composite marketing self-efficacy scale and its sub-scales was also established in this research. Potential applications of the scale are identified along with directions for further research.