Design of an attitude scale to measure transformational marketing
DOI:
https://doi.org/10.62486/agma2025245Keywords:
Marketing, social economy, educational systemAbstract
This research poses the challenge of generating a proposal for the measurement of transformational marketing through the validity of content and calculation of the reliability of an attitude scale. To achieve the proposed objectives, a content validation was carried out, the reliability calculation (Cronbach's alpha) of the scale proposal, the reliability calculation (Cronbach's alpha) of the responses of the members of academic associations in Latin America, and the findings related to the attitudes of the interviewed subjects were carried out. A sample of 1112 members of academic associations was obtained, with a margin of error of 2.77% and a confidence level of 95%. Once the reliability test is run, it can be seen that Cronbach's alpha value is 0.96.
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