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



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