Estimating the effect of brand beliefs on brand evaluations when beliefs are measured with error

IF 5.9 2区 管理学 Q1 BUSINESS
Garrett P. Sonnier , Oliver J. Rutz , Adrian F. Ward
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引用次数: 0

Abstract

We consider the internal validity of estimates of the effects of brand beliefs on brand evaluations when beliefs are measured with error. Consumer research suggests numerous errors that may impact belief measures. However, the literature has not determined precisely why and how myriad types of error matter for the evaluation-belief relationship. Furthermore, the literature has not explicitly considered what is necessary and sufficient to control for different types of belief error when using the latent general factor approach. We show that the important distinction for empirical research is not the origin of the error per se but its relationship to affective evaluation. Error related to brand evaluation has an inflationary effect on estimates of the evaluation-belief relationship while error unrelated to brand evaluation has an attenuating effect. We use a bifactor structural equations model to decompose belief measures into general and specific dimensions. The model uses bias free variation in specific beliefs to identify effects on brand evaluation while controlling for a general belief dimension correlated with evaluation. Compared to models that do not adjust for the bias, estimates of the bias corrected marginal effects are smaller but positive and significant.

当信念被误差测量时,估计品牌信念对品牌评价的影响
当信念被误差测量时,我们考虑了品牌信念对品牌评价影响的估计的内部有效性。消费者研究表明,许多错误可能会影响信念测量。然而,文献并没有确切地确定无数类型的错误为什么以及如何影响评估-信念关系。此外,在使用潜在的一般因素方法时,文献没有明确考虑控制不同类型的信念错误的必要性和充分性。我们表明,实证研究的重要区别不是错误本身的起源,而是它与情感评价的关系。与品牌评价相关的误差对评价信念关系的估计具有通货膨胀效应,而与品牌评价无关的误差具有衰减效应。我们使用双因子结构方程模型将置信测度分解为一般维度和特定维度。该模型使用特定信念的无偏见变化来识别对品牌评价的影响,同时控制与评价相关的一般信念维度。与不调整偏差的模型相比,对偏差校正的边际效应的估计较小,但是积极和显著的。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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