Pregled bibliografske jedinice broj: 107505
The Assessment of Psychometric Characteristics of Scale for Measuring Brand Equity - Case of Tourist Agencies
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)
CROSBI ID: 107505 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
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
Citiraj ovu publikaciju:
Uključenost u ostale bibliografske baze podataka::
- C.A.B. International
