期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2013
卷号：3
期号：06
页码：14-20
出版社：Society for Business Research Promotion
摘要：Cronbach Alpha has been used traditionally to validate data before detail analysis in research. Factor analysis was used to justify validity of data. Confirmatory Factor Analysis (CFA) in Structural Equation Modelling (SEM) is recognised to provide much more rigorous analysis of model power in relation to construct and content validity. CFA eliminates manifest variables that do not accurately explain latent variables. Hence, purified data can be derived to perform data analysis. Brand-Attitude is used in this paper to show their relationship. CFA approach shows the effectiveness of the validity analysis in reaching the desired research objective. This study intends to confirm the previous empirical study. Full Text
