Tailor-made single-item measures of doubly concrete constructs

摘要: The present study addresses how to measure three constructs commonly used in advertising research, namely attitude towards the ad, brand and purchase intention. replicates extends Bergkvist Rossiter’s (2007) finding that single-item measures are equally predictively valid as multiple-item of basic (doubly concrete – see 2002 C-OAR-SE procedure) marketing, AAd ABrand. One extension is holds for free-standing, tailormade measures, whereas previous establishes this result only extracted from measures. Another equivalence predictive validity further another widely employed dependent variable construct, PIBrand. goes beyond it shows items ABrand vary their that, some cases, ...