Developing Measurement Scales of Organizational and Issue Legitimacy: A Case of Direct-to-Consumer Advertising in the Pharmaceutical Industry

Jee Young Chung (), Bruce K. Berger () and Jamie DeCoster ()
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Jee Young Chung: Southern Utah University
Bruce K. Berger: The University of Alabama
Jamie DeCoster: University of Virginia

Journal of Business Ethics, 2016, vol. 137, issue 2, No 11, 405-413

Abstract: Abstract The purpose of this paper is to explore the concepts of issue legitimacy and organizational legitimacy, providing a new measure of each construct. The scales were developed and tested using data collected through a statewide survey of Alabama residents. Assessments of issue legitimacy were based on perceptions of direct-to-consumer advertising, whereas assessments of organizational legitimacy were based on perceptions of the pharmaceutical industry as a whole. The findings provide evidence that organizational legitimacy can be reliably measured using a five-item scale and issue legitimacy can be reliably measured using a six-item scale. The implications of the results and potential uses of the scales are discussed.

Keywords: Issues management; Legitimacy; Organizational legitimacy; Direct-to-consumer advertising (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (12)

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DOI: 10.1007/s10551-014-2498-8

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