Document Type

Article

Publication Date

2013

Journal or Book Title

Journal of Marketing Development and Competitiveness

Volume

7

Issue

4

First Page

63

Last Page

86

Abstract

This study developed and validated an Entrepreneurial Marketing (EM) scale by assessing reliability of the EM scale, and testing convergent, discriminant, and nomological validity. Two samples were used consisting of operators of small, independently-owned retail and service sector businesses. The pilot study sample was drawn from small business operators within one U.S. state, and a national sample of operators was used for cross-validation. For each sample, confirmatory factor analyses, measurement modeling, and structural modeling in Structural Equation Modeling offered support for reliability and construct and nomological validity of the instrument. Implications and future research using the EM measure are discussed.

Comments

This article is from Journal of Marketing Development and Competitiveness 7 (2013): 63. Posted with permission.

Copyright Owner

North American Business Press

Language

en

File Format

application/pdf

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