Tailor-made single-item measures of doubly concrete constructs
Lars Bergkvist and John Rossiter
The present study addresses how to measure three constructs commonly used in advertising research, namely attitude towards the ad, brand attitude and brand purchase intention.
Tailor-made single-item measures of doubly concrete constructs
Lars Bergkvist and John Rossiter
Introduction
Multiple-item measures of all constructs have been the norm in academic marketing research, including research on advertising, for the last 30 years....
