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Keywords: Validation
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Journal Articles
Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (3): 692–718.
Published: 10 April 2017
...Lucia Porcu; Salvador Del Barrio-García; Philip J. Kitchen Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new...
Journal Articles
Improving agent-based models of diffusion
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (3-4): 639–646.
Published: 11 April 2016
...Robert East; Mark D. Uncles; Jenni Romaniuk; Wendy Lomax Purpose This paper aims to review the validation of assumptions made in agent-based modeling of diffusion and the sufficiency (completeness) of the mechanisms assumed to operate. Design/methodology/approach One well-cited paper...
Journal Articles
Predicting advertising execution effectiveness: scale development and validation
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Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (1-2): 306–311.
Published: 08 February 2016
...Arch G. Woodside Purpose – This paper aims to present a commentary on the Armstrong et al. (2015) proposals to use checklists of Armstrong’s “advertising principles” to predict the effectiveness of alternative advertising executions and their tests of validity using paired ads with day...
