Validation of a measure of societal marketing orientation

Bibliographic Data

ID12705394
AuthorsSteven Ward (0000-0001-6084-2785, Murdoch University, corresponding author), Aleksandra Lewandowska (0000-0002-1694-5151, Murdoch University)
Year2006
Volume6
Issue3-4
Pages241-255
Publication date2006-08-01
Open AccessYes
TypeARTICLE
VenueJournal of Public Affairs (JOURNAL)
Journal identifiersISSN: 1472-3891 • E-ISSN: 1479-1854
PublisherWiley (PUBLISHER • GB)
DOI10.1002/pa.235
OpenAlexW1981425793
LanguageEN
Citations received4
References cited42

Although there has been much debate and interest in the practices of societal marketing, there is currently no accepted measure of this construct. A measurement of societal marketing validated by Structural Equation Modelling (SEM) suggested this measure was one dimensional and consisted of five items measuring the lobbying of government and the degree of business charity. The factor structure was robust and did not vary across the four counties in the study. The final measure was positively correlated with the Narver and Slater (1990) measure of marketing orientation, industry association and performance. There was thus considerable evidence found for the construct validity of the measurement of societal marketing. Copyright © 2006 John Wiley & Sons, Ltd

Business · Construct (python library · Construct validity · Data mining · Economics · Government (linguistics · Measure (data warehouse · Statistics · Structural equation modeling · Computer Science · Corporate Identity and Reputation · Corporate Social Responsibility Reporting · Customer Service Quality and Loyalty · Mathematics · Marketing

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