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An alternate approach to assessing cross-cultural measurement equivalence in advertising research

journal contribution
posted on 2005-01-01, 00:00 authored by Mike Ewing, T Salzberger, R R Sinkovics
This paper offers a new methodological framework to guide researchers attempting to quantitatively assess how a pluralistic audience perceives a standardized television advertisement. Rasch (1960) measurement theory is introduced as an alternative to the more commonly employed multigroup confirmatory factor analysis (CFA) approach to assessing cross-cultural scalar equivalence. By analyzing a multicultural data set, we are ableto make various inferences concerning the scalar equivalence of Schlinger's confusion scale. The methodology reveals the limits of the scale, which in all probability would nothave been detected using traditional approaches. For researchers attempting to develop new scales, or even to refine existing scales, strict adherence to established guidelinesof item generation together with the application of the proposed methodology should ensure better results for both theorists and practitioners.

History

Journal

Journal of advertising

Volume

34

Issue

1

Season

Spring

Pagination

17 - 36

Publisher

Taylor & Francis

Location

Abingdon, Eng.

ISSN

0091-3367

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2005, American Academy of Advertising

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