On assuring valid measures for theoretical models using survey data

Article Abstract:

The process and procedures used in marketing to assure valid and reliable measures for theoretical model tests involving unobserved variables and survey data, and its selectively suggests improvements, are reviewed. It is concluded that procedures for improving the reliability and validity of a measure should include increasing the error-free variance of its items, and increasing its itemsE loadings or correlations with its unobserved construct.

Market Survey Techniques, Models, Market surveys

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Font appropriateness and brand choice

Article Abstract:

The different ways in which font, which is viewed as a component of a brand's visual equity, can enhance a brand's identity and build its market share is illustrated. The study establishes the importance for marketers to adopt a coherent font policy to cover current and possible future brand extensions.

Influence, Market domination, Market share, Brand identity

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AOL Time Warner, Terra Lycos, Vivendi, and the transformation of marketing

Article Abstract:

The future of marketing as a result of the formation of AOL Time Warner, Vivendi and Terra Lycos is discussed.

On-Line Information Services, France, Database Vendors, Organizational history, Spain, Information retrieval services, Database industry, AOL Time Warner Inc., Energy industries, Entertainment industry, Energy industry, Terra Lycos S.A., Vivendi S.A., Organization formation

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