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Comparaison des validités prédictives des mesures d'un même construit des échelles mono-item et des échelles multi-items

Author

Listed:
  • Lars Bergkvist

    (Yonsei Graduate School of Business)

  • John R. Rossiter

    (University of Wollongong [Australia], Rotterdam School of Management - Erasmus university, Erasmus University Rotterdam)

Abstract

Cette recherche compare les validités prédictives des mesures mono-item et multi-items de l'attitude envers la publicité (APub) et de l'attitude envers la marque (AMarq), qui font partie des construits les plus mesurés en marketing. Les auteurs évaluent la capacité de APub à prédire AMarq dans des tests de quatre publicités presse concernant différents nouveaux produits. Aucune différence n'est trouvée dans les validités prédictives des mesures mono- et multi-items. Les auteurs concluent que, pour les nombreux construits marketing constitués d'un objet concret unique et d'un attribut concret, tels que APub et AMarq, des mesures mono-item doivent être utilisées.

Suggested Citation

  • Lars Bergkvist & John R. Rossiter, 2008. "Comparaison des validités prédictives des mesures d'un même construit des échelles mono-item et des échelles multi-items," Post-Print hal-02054938, HAL.
    • Handle: RePEc:hal:journl:hal-02054938
    DOI: 10.1177/076737010802300105
    as

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