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An empirical examination of referentially modified quality and value for cost scale items

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conference contribution
posted on 2024-07-12, 14:37 authored by Ann Mitsis, Patrick Foley
This paper reflects the effect of referentially modifying consumer-based brand equity scales to make them applicable to a new context. Netemeyer, Krishnan, Pullig, Wang, Yagci, Dean, Ricks and Wirth’s (2004) scales to measure the quality and value for cost dimensions of consumer-based brand equity were modified for a university context. The study’s empirical findings supported the contention that modifying only the “referential part” of valid scales to reflect a different context is unlikely to change an established scale’s content and construct validity. This is an assumption that needs to be checked for any new context application of a scale once modified.

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ISBN

9781863081443

Journal title

Australia and New Zealand Marketing Conference (ANZMAC), Sydney, Australia, 01-03 December 2008

Conference name

Australia and New Zealand Marketing Conference ANZMAC, Sydney, Australia, 01-03 December 2008

Publisher

Australia and New Zealand Marketing Academy

Copyright statement

Copyright © 2008 Ann Mitsis and Patrick Foley. The published version is reproduced with the permission of the publisher.

Language

eng

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