A Test Measure Equivalence of Conflict Resolution Strategies in Joint Purchase Decisions

Abstract

The purpose of this study is to demonstrate the importance of ensuring the measure equivalence of marketing concepts in cross-cultural research. It is crucial to give attention to measure equivalence in cross cultural research because it makes it possible for meaningful comparisons to be drawn between and among cultures. Specifically, the present paper focuses on a procedure of testing for the measure equivalence of the concept of conflict resolution strategies using multiple group confirmatory factor analysis. The results provide evidence of partial measure equivalence, which suggests that the concept of conflict resolution strategies is measured or perceived in the same way across the three ethnic groups investigated.