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

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.



Citation:

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.

Authors

Yi He, University of Hawaii
Michael A. Merz, University of Hawaii
Dana L. Alden, University of Hawaii



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Liminality, Portals, and Narratives of Transformation

Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK

Read More

Featured

A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants

Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Featured

A Salience Theory of Three Novel Exposure Effects

Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.