Keep It Formative, Stupid! Brand-Related Model

This article deals with measurement scales in marketing research, focusing on the existing types of scales (formative versus reflective) and on the assessment modalities of the reliability and validity level of both scale types. As concerns formative and reflective scales, the decision in choosing the right model depends not only on theory and empirical studies, but also on the researcher’s imagination and inspiration.

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Year of publication:	2011
Authors:	Cosmin, Ichim ; Andrei-Cosmin, Dumea
Published in:	Ovidius University Annals, Economic Sciences Series. - Facultatea de Ştiinţe Economice, ISSN 1582-9383. - Vol. XI.2011, 2, p. 604-608
Publisher:	Facultatea de Ştiinţe Economice
Subject:	formative and reflective scales \| validity and reliability \| brand strategies \| crisis

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Extent:	application/pdf
Type of publication:	Article
Classification:	M31 - Marketing ; M37 - Advertising
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010632646