Use of lisrel in validating marketing constructs

03-Feb-2018 15:26

Brown (eds.), Handbook of Applied Multivariate Statistics and Mathematical Modeling, San Diego, CA: Academic Press, 465-497.ABSTRACT - It is critical to the survival and growth of a company to build and maintain a long-term relationship between a brand and its target customers. "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures." . "Reexamining a Model for Evaluating Information Center Success Using a Structural Equation Modeling Approach." (2 (Spring)): 309-334. Crosby (1986) ,"Measure Validation in Consumer Research: a Confirmatory Factor Analysis of the Voluntary Simplicity Lifestyle Scale", in NA - Advances in Consumer Research Volume 13, eds. Lutz, Provo, UT : Association for Consumer Research, Pages: 392-397.An expository overview of the use of Lisrel in validating marketing constructs is presented and its advantages over the “traditional approaches” are demonstrated.The results of this study show that congruity between brand personality and consumer self-concept kindles such emotions as love, pride, and joy, and ultimately fosters a long-term consumer-brand relationship through brand attachment or self-esteem-building process.The implications of the results for researchers and marketers are discussed. Ulgado (2005) ,"Brand Personality, Self-Congruity and the Consumer-Brand Relationship", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds.

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(2000), Confirmatory factor analysis, in: Howard E. Please download the file called (from the articles directory) and extract it to a directory on your computer (e.g., d:\EDEN do not place the files on your desktop, because that usually causes problems).

It is shown that lisrel has much to offer in purifying the measure by testing the unidimensionality of the measurement instrument, and in cross-validation to investigate the convergent validity (within a method) and reliability, L allows a rigorous assessment of the stability of the construct and its measurement instrument, and it is a powerful methodology for assessing convergent validity across methods, discriminant validity, and nomological validity.