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Volume :11 Issue : 3 2004      Add To Cart                                                                    Download

Assessing the Appropriateness of list of Values Scale and Ethical Positioning Scale to Study Kuwaiti Consumers Using a Structural Equation Modeling (SEM) Approach

Auther : Adel A. Al-Wugayan

As past research repeatedly called for the cross-cultural examination of the applicability of marketing scales prior to implementation on foreign markets, this research examined aspects of reliability and validity of applying List of Values Scale (LOV) and Ethical Positioning Scale (EPS) on Kuwaiti consumers. In the first stage of the study, content validity and reliability of both scales were examined, while in the second stage, internal consistency, exploratory factor structure, and Structural Equation Modeling were used as well descriptive statistics of the personal values and ethical positioning among two samples of Kuwaitis (N=652 for LOV and 532 for EPS). Results clearly pointed to the need of replacing some items and employ mechanisms reducing high-score clumping effects.

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