Contents

Measuring Status Orientations: Scale Development and Validation in the Context of an Asian Transitional Economy

Tambyah, Siok Kuan / Tuyet Mai, Nguyen Thi / Jung, Kwon

Abstract

Vietnam's transition from a centrally planned economy to a free market has generated considerable interest in exploring how traditional values are being challenged by modern ones in the perceptions and attainment of status among consumers. We focused on understanding and developing measures of status orientations and showed that traditional status orientation and modern status orientation are two distinct subconstructs of status orientation. The empirical work involved with scale development and validation and the resultant research and managerial implications are discussed. © 2009 M.E. Sharpe, Inc. All rights reserved.

Issue Date
2009
Publisher
Association of Marketing Theory and Practice
DOI
10.2753/MTP1069-6679170206
Journal Title
JOURNAL OF MARKETING THEORY AND PRACTICE
Start Page
175
End Page
187
ISSN
1069-6679
Language
English
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