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Psychometric Proper...
Psychometric Properties of the Brand Personality Scale: Evidence from a Business School
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- Caruana, Albert (författare)
- University of Malta, Spain
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- Pitt, Leyland F. (författare)
- Simon Fraser University, Burnaby, British Columbia, Canada
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- Berthon, Pierre (författare)
- Bentley College, Boston, United States
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- Berthon, Jean-Paul (författare)
- Luleå tekniska universitet
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(creator_code:org_t)
- 2016-08-31
- 2007
- Engelska.
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Ingår i: Psychological Reports. - : SAGE Publications. - 0033-2941 .- 1558-691X. ; 100:3.1, s. 789-794
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.2...
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Abstract
Ämnesord
Stäng
- The Brand Personality Scale has received considerable attention and has been frequently used and cited in the branding literature. This paper describes an investigation of the psychometric characteristics of the Brand Personality Scale in a business school context where umbrella branding is used. A sample (N = 262) of students attending the MBA program of a major business school in eastern USA completed the scale. Results indicate problems with the scale's dimensionality, poor reliability, convergent and nomological validity of the Ruggedness dimension, and lack of support for discriminant validity. Managerial and research implications and limitations are noted
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Industrial Marketing
- Industriell marknadsföring
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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