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Developing and validating an overall international marketing performance scale

Wong, Ho Yin 2013, Developing and validating an overall international marketing performance scale, Academy of Taiwan business management review, vol. 9, no. 2, pp. 174-183.

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Title Developing and validating an overall international marketing performance scale
Author(s) Wong, Ho Yin
Journal name Academy of Taiwan business management review
Volume number 9
Issue number 2
Start page 174
End page 183
Total pages 10
Publisher Taiwan Institute of Business Administration
Place of publication Taichung City, Taiwan
Publication date 2013-08
ISSN 1813-0534
Keyword(s) Australian firms
Summary The purpose of this chapter is to develop and validate a scale of the overall international marketing performance. Based on a review of the existing literature, the scale constructed to measure international marketing performance used in this study included three factors; namely, finance, strategic and brand performance.

A total of 315 Australian firms involved in international marketing were surveyed. Exploratory and confirmatory factor analyses were undertaken to validate the scale.

Findings support the conceptualization that the overall international marketing construct consists of three factors.

The present study contributes to the understanding of the measurement of the overall international marketing performance by empirically testing the dimensionality of this construct.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2013
Copyright notice ©2013, Taiwan Institute of Business Administration
Persistent URL http://hdl.handle.net/10536/DRO/DU:30055470

Document type: Journal Article
Collections: Deakin Graduate School of Business
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.