期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2011
卷号：11
期号：2
语种：English
出版社：Ovidius University Press
摘要：This article deals with measurement scales in marketing research,focusing on the existing types of scales (formative versus reflective) and on the assessment modalities of the reliability and validity level of both scale types. As concerns formative and reflective scales,the decision in choosing the right model depends not only on theory and empirical studies,but also on the researcher’s imagination and inspiration.
关键词：formative and reflective scales;validity and reliability;brand strategies;crisis
