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Keep It Formative, Stupid! Brand-Related Model

Author

Listed:
  • 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)

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.

Suggested Citation

  • Ichim Cosmin & Dumea Andrei-Cosmin, 2011. "Keep It Formative, Stupid! Brand-Related Model," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 604-608, May.
    • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:604-608
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    More about this item

    Keywords

    formative and reflective scales; validity and reliability; brand strategies; crisis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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