Price image: which measurement scale to use?
Type de matériel :
TexteLangue : français Détails de publication : 2018.
Sujet(s) : Ressources en ligne : Abrégé : This article proposes a comparative analysis of the theoretical and psychometric qualities of the existing measurement scales of price image concept ((Zielke, 2011 ; Ngobo et Jean, 2012 ; Coutelle-Brillet et Rivière, 2013 ; Diallo et al., 2013). The study conducted on 209 customers of mass retail Market highlights that the psychometric qualities of these scales are satisfactory but suffer from limits of content validity. These analyses finally offer a proposal of a unidimensional measurement scale of price image, which is synthetic, reliable and valid (5 items).
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This article proposes a comparative analysis of the theoretical and psychometric qualities of the existing measurement scales of price image concept ((Zielke, 2011 ; Ngobo et Jean, 2012 ; Coutelle-Brillet et Rivière, 2013 ; Diallo et al., 2013). The study conducted on 209 customers of mass retail Market highlights that the psychometric qualities of these scales are satisfactory but suffer from limits of content validity. These analyses finally offer a proposal of a unidimensional measurement scale of price image, which is synthetic, reliable and valid (5 items).
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