LATENT VARIABLES IN MARKETING RESEARCH
Author: Chief Assist. Atanas Luizov, Ph.D., (Burgas Free University)
Measurement of latent variables is a common task in various marketing research. Adequate measurement requires precise definition of the model of the hidden variable or construct. This article summarizes recommendations for distinguishing between formative and reflective models. These models are used in research on marketing issues such as loyalty, attitudes and beliefs, brand image, emotions, perceived risk.