Measurement Invariance Assessment in Cross-National Marketing Research: a Status Quo Analysis of Its Application

Yi He, University of Hawaii
Michael A. Merz, University of Hawaii
Dana L. Alden, University of Hawaii
This study analyzes the extent and nature of measurement invariance (MI) assessment techniques in cross-national marketing research (e.g., Steenkamp and Baumgartner 1998). We analyzed all cross-national empirical articles (243) published in 15 well-respected and peer reviewed marketing journals from 2000 to 2005. The results indicate a steady growth of published international marketing research and assessment of MI with 28% of the studies reviewed undertaking the procedure. However, almost 1/3 of these did follow recommended procedures given the type of analysis undertaken. This suggests that the field would benefit from enhanced awareness of MI methodology and of its challenges.
[ to cite ]:
Yi He, Michael A. Merz, and Dana L. Alden (2008) ,"Measurement Invariance Assessment in Cross-National Marketing Research: a Status Quo Analysis of Its Application", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 663-664.