Tailor-made single-item measures of doubly concrete constructs

Abstract

AbstractThe present study addresses how to measure three constructs commonly used in advertising research, namely attitude towards the ad, brand attitude and brand purchase intention. The study replicates and extends Bergkvist and Rossiter's (2007) finding that single-item measures are equally predictively valid as multiple-item measures of basic (doubly concrete – see Rossiter's 2002 C-OAR-SE procedure) constructs in marketing, namely AAd and ABrand. One extension is that the finding holds for free-standing, tailormade single-item measures, whereas the previous study establishes this result only for single-item measures extracted from multiple-item measures. Another extension is that single-item equivalence of predictive validity further holds for another widely employed dependent variable construct, PIBrand. The present study goes beyond Bergkvist and Rossiter's study in that it shows that items commonly used in multiple-item measures of AAd and ABrand vary in their predictive validity and that, in some cases, the differences are substantial. The main finding is the further empirical proof that multiple-item scales are unnecessary for validly measuring basic constructs. Additional informationNotes on contributorsLars BergkvistLars Bergkvist is Assistant Professor in the Department of Advertising and PR, Stockholm University, Sweden. His research interests include advertising and marketing communications, consumer behaviour, brand management and research methodology. He has published in international journals such as the Journal of Marketing Research and the Journal of Advertising. He is also Associate Editor of the International Journal of Advertising.John R. RossiterJohn R. Rossiter is Research Professor of Marketing, Faculty of Commerce, University of Wollongong, Australia, and co-founder of the Marketing Research Innovation Centre at that university. He is also Visiting Research Professor of Marketing at Bergische University Wuppertal, Germany. John Rossiter received his PhD from the University of Pennsylvania in 1974 and has been a faculty member of the University of Pennsylvania's Wharton School, the Columbia University Graduate School of Business, the University of Technology, Sydney, and the Australian Graduate School of Management. John is well-known for his books on advertising management, co-authored with Larry Percy, Peter Danaher, and most recently Steve Bellman. His current publications are on marketing knowledge, branding strategy, advertising effectiveness, and measurement theory.

Keywords

Affiliated Institutions

• University of Wollongong AU
• Stockholm University SE

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