An instrument to measure the customer-based corporate reputation of large service organizations

@inproceedings{Wepener2015AnIT,
  title={An instrument to measure the customer-based corporate reputation of large service organizations},
  author={Marietjie Wepener and Christo Boshoff},
  year={2015}
}
Purpose – The purpose of this study is to develop a valid and reliable instrument to measure the corporate reputation of large service organizations. The validity of a discipline’s constructs is a prerequisite for effective theory development and testing. Construct validity thus lies at the very heart of both decision-making and scientific progress in marketing. The use of marketing instruments that do not demonstrate sufficient evidence of construct validity can lead to invalid results… CONTINUE READING

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