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Pregled bibliografske jedinice broj: 107505

The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies


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 (podatak o recenziji nije dostupan, članak, znanstveni)


Naslov
The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies

Autori
Rajh, Edo

Izvornik
Acta Turistica (0353-4316) 14 (2002), 2; Str. 170-182

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Brand equity; brand; brand image; brand awareness; tourist agencies
(Tržišna vrijednost marke; marka; imidž marke; poznatost marke; turističke agencije)

Sažetak
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.

Izvorni jezik
Hrvatski, engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
00020105

Ustanove
Ekonomski institut, Zagreb

Profili:

Avatar Url Edo Rajh (autor)

Citiraj ovu publikaciju

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 (podatak o recenziji nije dostupan, članak, znanstveni)
Rajh, E. (2002) The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies. Acta Turistica, 14 (2), str. 170-182.
@article{article, author = {Rajh, E.}, year = {2002}, pages = {str. 170-182}, keywords = {Tr\v{z}i\v{s}na vrijednost marke, marka, imid\v{z} marke, poznatost marke, turisti\v{c}ke agencije}, journal = {Acta Turistica}, volume = {14}, number = {2}, issn = {0353-4316}, title = {The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies}, keyword = {Tr\v{z}i\v{s}na vrijednost marke, marka, imid\v{z} marke, poznatost marke, turisti\v{c}ke agencije} }

Uključenost u ostale bibliografske baze podataka:


  • C.A.B. International