A psychometric assessment of an instrument to measure a service firm’s customer-based corporate reputation
Over the years, marketers have been cautioned repeatedly about the use of measuring instruments that do not demonstrate sufficient evidence of reliability and validity, particularly construct validity. The use of marketing instruments that do not demonstrate sufficient evidence of construct validity...
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| Format: | Article |
| Language: | English |
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AOSIS
2009-06-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/539 |