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Conception and evaluation of a structural equation model to measure the reputation of German horticulture

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  • Isaak, Marike
  • Brenneke, Iris
  • Lentz, Wolfgang

Abstract

The reputation of a sector is an important strategic resource. The aim of this article is to develop a measurement model for the horticulture sector. Reputation is a latent variable and is represented by formative and reflective indicators. A theoretically elaborated model will be evaluated and completed with the help of experts (n=102), and the segments that influence reputation will be identified. The quality assessment of the formative indicators, using multiple regression, and the reflective indicators, using an explorative factor analysis, led to a model with a total of 15 indicators. With the help of open questions, it was possible, to specify the indicators already considered or to include them in the model as new indicators. A reputation map shows the interaction between the reputation of horticulture and that of the individual segments. This shows a much greater influence of the service segments on the sector reputation compared to the production segments.

Suggested Citation

  • Isaak, Marike & Brenneke, Iris & Lentz, Wolfgang, 2020. "Conception and evaluation of a structural equation model to measure the reputation of German horticulture," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(2), March.
    • Handle: RePEc:ags:ifaamr:316283
    DOI: 10.22004/ag.econ.316283
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    Agribusiness; International Development;

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