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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 SinkovicsThis 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 advertisingVolume
34Issue
1Season
SpringPagination
17 - 36Publisher
Taylor & FrancisLocation
Abingdon, Eng.Publisher DOI
ISSN
0091-3367Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2005, American Academy of AdvertisingUsage metrics
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