Professional Documents
Culture Documents
Choosing
measures
Measurement issues
Cognition
Affect
Beliefs,
thoughts,
perception
s
e.g.,
perceived
quality,
perceived
brand
image,
Emotion
e.g.,
good/bad,
liking,
overall
satisfaction,
pleasurearousaldominance
Conati
ve
Intention
to Behave
e.g.,
purchase
intention,
repurchase
intention,
recommend
intention
Table 3.2
Measurement Items for Brand Reputation
Source
1.
4.
5.
6.
2.
3.
Motivates me to use
it in the future
Perception
Intention/do/ac
tion
1.
2.
3.
4.
5.
Minimum 3 items
Better to have more at least 5 items to measure a construct (onedimensional construct) a dimensions of the studied construct.
When doing data reduction, some of the variables are crossloaded on other factor(s), weak in communality ..you have to
delete those items.
1.
2.
3.
4.
5.
6.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Thank you
Good Luck