search query: @author Koenig, H. / total: 3
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| Author: | Brown, J. Johnson, J. Koenig, H. |
| Title: | Measuring the sources of marketing channel power: a comparison of alternative approaches |
| Journal: | International Journal of Research in Marketing
1995 : NOV, VOL. 12:4, p. 333-354 |
| Index terms: | RESEARCH MARKETING MEASUREMENT |
| Language: | eng |
| Abstract: | Researchers have employed two alternative approaches in measuring the sources of marketing channel power: an indirect assessment through assistances and punishments and a direct measurement of each specific power source. This study compares empirically the construct validity of both approaches. The results indicate that the reliability, the content validity, the within-method and across-method convergent validity, and the discriminant validity of both approaches are indeed acceptable, claim authors. |
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