Marketing Paradigms and Latent Variable Modelling - Comparison of Measurement Models of WSAW Scale
Keywords:
marketing paradigms, measurement models, confirmatory factor analysis, item response theoryAbstract
The purpose of this article is to present the evolution of measurement models with latent variables in the framework of three basic marketing paradigms: cognitive, associated with "transactional" marketing, behavioural, which applies to predictive CRM, and the relational and network paradigm in marketing. In the evolution of structural modelling and its applications in marketing research, three basic classes of measurement models applying to the above paradigms have been developed over the last two decades: the common factor model, the component model with formative indicators and the random loadings model.
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References
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