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| Author: | Myers, M. B. (et al.) |
| Title: | An application of multiple-group causal models in assessing cross-cultural measurement equivalence |
| Journal: | Journal of international marketing
2000 : VOL. 8:4, p. 108-121 |
| Index terms: | Marketing research Marketing models USA Korea |
| Language: | eng |
| Abstract: | The authors apply multiple-group structural equations modeling to assess measurement equivalence in three distinct constructs across U.S. and Korean samples on data derivated from cross-cultural advertising research. They propose an extension of this method using the measurement error covariance matrices. |
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