Keep It Formative, Stupid! Brand-Related Model

Ichim Cosmin () and Dumea Andrei-Cosmin ()
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Ichim Cosmin: “Alexandru Ioan Cuza” University of Iasi, Doctoral School of Economics
Dumea Andrei-Cosmin: “Alexandru Ioan Cuza” University of Iasi, Doctoral School of Economics

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 2, 604-608

Abstract: 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.

Keywords: formative and reflective scales; validity and reliability; brand strategies; crisis (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xi:y:2011:i:9:p:604-608

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