The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies (CROSBI ID 98835)
Prilog u časopisu | izvorni znanstveni rad
Podaci o odgovornosti
Rajh, Edo
hrvatski
The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies
Scale for measuring brand equity, with 14 items, is adapted for application in tourist agency sector. Research was conducted in order to assess psychometric characteristics of adapted scale, and to test its applicability in tourist agency sector. Tested instrument measure brand awareness, and strength, uniqueness, and favorability of brand associations as dimensions of brand equity. Research results indicate good reliability, the expected dimensionality, and good discriminant, convergent and criterion validity of the tested scale.
Brand equity; brand; brand image; brand awareness; tourist agencies
nije evidentirano
engleski
The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies
Scale for measuring brand equity, with 14 items, is adapted for application in tourist agency sector. Research was conducted in order to assess psychometric characteristics of adapted scale, and to test its applicability in tourist agency sector. Tested instrument measure brand awareness, and strength, uniqueness, and favorability of brand associations as dimensions of brand equity. Research results indicate good reliability, the expected dimensionality, and good discriminant, convergent and criterion validity of the tested scale.
Tržišna vrijednost marke; marka; imidž marke; poznatost marke; turističke agencije
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano