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The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies (CROSBI ID 98835)

Prilog u časopisu | izvorni znanstveni rad

Rajh, Edo The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies // Acta turistica, 14 (2002), 2; str. 170-182-x

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

Podaci o izdanju

14 (2)

2002.

str. 170-182-x

objavljeno

0353-4316

Povezanost rada

Ekonomija