haku: @author Rossiter, J. R. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Bergkvist, L. Rossiter, J. R. |
| Otsikko: | Tailor-made single-item measures of doubly concrete constructs |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:4, p. 607-621 |
| Asiasana: | advertising advertising research attitudes brands marketing measurement |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the study is to address how to measure three constructs commonly used in advertising research: attitude towards the brand, brand attitude and brand purchase intention. Bergkvist and Rossiter's (2007) finding that single-item measures are equally predictively valid as multiple-item measures of basic constructs in marketing is replicated and extended. The main finding is the further empirical proof that multiple-item scales are unnecessary for validly measuring basic constructs. The findings suggest free-standing, tailor-made single-item measures. Single-item equivalence of predictive validity further holds for another widely employed dependent variable construct. |
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