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Full-Text Articles in Social and Behavioral Sciences
Marketing Measurement Revolution: The C-Oar-Se Method And Why It Must Replace Psychometrics, John R. Rossiter
Marketing Measurement Revolution: The C-Oar-Se Method And Why It Must Replace Psychometrics, John R. Rossiter
John Rossiter
Purpose – New measures in marketing are invariably created by using a psychometric approach based on Churchill’s “scale development” procedure. This paper aims to compare and contrast Churchill’s procedure with Rossiter’s content-validity approach to measurement, called C-OAR-SE. Design/methodology approach – The comparison of the two procedures is by rational argument and forms the theoretical first half of the paper. In the applied second half of the paper, three recent articles from the Journal of Marketing (JM) that introduce new constructs and measures are criticized and corrected from the C-OAR-SE perspective. Findings – The C-OAR-SE method differs from Churchill’s method by …
A New C-Oar-Se-Based Content-Valid And Predictively Valid Measure That Distinguishes Brand Love From Brand Liking, John R. Rossiter
A New C-Oar-Se-Based Content-Valid And Predictively Valid Measure That Distinguishes Brand Love From Brand Liking, John R. Rossiter
John Rossiter
This article provides a new, C-OAR-SE-based, contrastive measure that distinguishes “brand love” from “brand liking.” The new measure is tested in an empirical study conducted among German university students about brands of products that they buy in four diverse product categories. From a consumer perspective, the incidence of consumers who have a loved brand in the category was found to be only 17% for laundry detergent, 18% for coffee, and 26% for computers, peaking at 45% in the fashion clothing category — findings that suggest that over half of young consumers do not acquire the state of brand love. Turning …