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International Journal of Advertising
The Review of Marketing Communications
Volume 39, 2020 - Issue 5
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Articles

Perspectives: Four steps toward more valid and comparable self-report measures in advertising research*

Lars BergkvistCollege of Business, Zayed University, Abu Dhabi, United Arab Emirates; Correspondence[email protected]
ORCID Iconhttp://orcid.org/0000-0002-4271-9182
ORCID Icon &
Tobias LangnerBergische Universität Wuppertal, Wuppertal, GermanyORCID Iconhttp://orcid.org/0000-0002-6582-1702
ORCID Icon
Pages 738-755 | Received 13 Feb 2019, Accepted 03 Sep 2019, Published online: 16 Sep 2019

Citations (4)

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Read on this site (2)

Lars Bergkvist & Martin Eisend. (2023) Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?. Journal of Advertising 52:3, pages 468-476.
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Lars Bergkvist. (2021) Perspectives: Measure proliferation in advertising research: are standard measures the solution?. International Journal of Advertising 40:2, pages 311-323.
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Articles from other publishers (2)

Lars Bergkvist. (2020) Negative effects of unlabeled response scales. International Journal of Market Research 63:6, pages 772-785.
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Renée Rahman, Tobias Langner & Dirk Temme. (2021) Brand love: conceptual and empirical investigation of a holistic causal model. Journal of Brand Management 28:6, pages 609-642.
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