Rater Entity Classification
The third—and final—element of any construct is the rater entity (Rossiter 2002a). Just as almost all researchers leave out the object when defining a construct, so also do they neglect to include the rater entity. As we saw earlier, well-known examples of constructs in the social sciences that don’t specify the rater entity are CORPORATE REPUTATION, RETAILER SERVICE QUALITY, INDIVIDUALISM-COLLECTIVISM, and less well-realized examples are BRAND RECOGNITION and BRAND RECALL. In none of these construct labels is the rater entity identified. Failure to account for different rater entities, like failure to identify the object in the construct (see Chapter 3), has led to confused findings—or “mixed results”—in the social sciences, particularly in meta-analyses.
KeywordsOrganizational Citizenship Behavior Citizenship Behavior Corporate Reputation Rater Entity Brand Recall
- Gerzema J, Lebar E (2008) The brand bubble: the looming crisis in brand value and how to avoid it. Jossey-Bass, San FranciscoGoogle Scholar
- Rossiter JR, Bellman S (2005) Marketing communications: theory and applications. Pearson Prentice Hall, SydneyGoogle Scholar
- Rossiter JR, Percy L (1987) Advertising and promotional management. McGraw-Hill, New YorkGoogle Scholar
- Rossiter JR, Percy L (1997) Advertising communications and promotion management. McGraw-Hill, New YorkGoogle Scholar