Journal or Book Title
Journal of Marketing Development and Competitiveness
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.
North American Business Press
Fiore, Ann Marie; Niehm, Linda S.; Hurst, Jessica L.; Son, Jihyeong; and Sadachar, Amrut, "Entrepreneurial Marketing: Scale Validation with Small, Independently-Owned Businesses" (2013). Apparel, Events and Hospitality Management Publications. 29.