Tailor-made single-item measuresof doubly concrete constructs
2009 (English)In: International Journal of Advertising, ISSN 0265-0487, Vol. 28, no 4, 607-621 p.Article in journal (Refereed) Published
The present study addresses how to measure three constructs commonly used in advertisingresearch, namely attitude towards the ad, brand attitude and brand purchase intention. The study replicates and extends Bergkvist and Rossiter's (2007) finding thatsingle-item measures are equally predictively valid as multiple-item measures of basic (doubly concrete - see Rossiter's 2002 C-OAR-SE procedure) constructs in marketing, namely AAd and ABrand. One extension is that the finding holds for free-standing, tailormadesingle-item measures, whereas the previous study establishes this result only for single-item measures extracted from multiple-item measures. Another extension is that single-item equivalence of predictive validity further holds for another widely employed dependent variable construct, PlBrand. The present study goes beyond Bergkvist and Rossiter's study in that it shows that items commonly used in multiple-item measures of AAd and ABrand vary in their predictive validity and that, in some cases, the differences are substantial. The main finding is the further empirical proof that multiple-item scales are unnecessary for validly measuring basic constructs.
Place, publisher, year, edition, pages
World Advertising Research Center , 2009. Vol. 28, no 4, 607-621 p.
IdentifiersURN: urn:nbn:se:su:diva-36469ISI: 000270427700002OAI: oai:DiVA.org:su-36469DiVA: diva2:289500