Hrvatsko društvo ekonomista

ARTICLES ::: AUTHORS ::: ARTICLES SEARCH

May 2019. ::: Vol.70 No. 03

Edo Rajh

A SCALE FOR MEASURING COUNTRY BRAND EQUITY https://doi.org/10.32910/ep.70.3.8 Prethodno priopćenje Country brand equity is an aggregated concept that combines two separate theoretical concepts – brand equity and country of origin. The aim of the paper is to develop and to test measurement scale for measuring country brand equity. Psychometric adequacy of the measurement scale was analyzed by assessing reliability, convergent and discriminant validity and dimensionality of the measurement scale. The Cronbach alpha coefficient and explorative and confirmative factor analysis were applied. Results indicate that the measurement scale has satisfactory psychometric characteristics. The measurement scale possesses characteristics of reliability, convergent and discriminant validity, and its dimensionality fi ts the conceptualized dimensionality. brand equity; country of origin; country brand equity Puni tekst: hrvatski, pdf (172 KB)

A SCALE FOR MEASURING COUNTRY BRAND EQUITY

https://doi.org/10.32910/ep.70.3.8

Prethodno priopćenje

Country brand equity is an aggregated concept that combines two separate theoretical concepts – brand equity and country of origin. The aim of the paper is to develop and to test measurement scale for measuring country brand equity. Psychometric adequacy of the measurement scale was analyzed by assessing reliability, convergent and discriminant validity and dimensionality of the measurement scale. The Cronbach alpha coefficient and explorative and confirmative factor analysis were applied. Results indicate that the measurement scale has satisfactory psychometric characteristics. The measurement scale possesses characteristics of reliability, convergent and discriminant validity, and its dimensionality fi ts the conceptualized dimensionality.

brand equity; country of origin; country brand equity

Puni tekst: hrvatski, pdf (172 KB)