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Establishing the validity and measurement equivalence of core marketing concepts in the emerging market economies of Africa is a key step in assessing the transferability of modern marketing theory and managerial practice to these countries. However, measurement equivalence issues are rarely addressed in studies of marketing practices in Africa. Accordingly, this study examines the equivalence of core marketing concepts based on interviews of 459 marketing managers from Kenya, Nigeria, Japan and the USA. The results show that optimal scaling analysis of the managers’ evaluations provide more valid and meaningful assessment than that of the raw data. The managers’ evaluations of the concepts revealed amazingly similar or prototypical perceptions of marketing’s core concepts and its applicability in their organizations, despite the profound country environmental differences. It appears that the concepts fall into two cross‐national categories of applicability that permeate the industrialized and developing country categorization. Managerial and research implications are discussed.

The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies and data analysis.

A short overview is given of the two main approaches to equivalence in the literature. These are integrated and used to distinguish sources of cultural bias in the various stages of the research process.

The highest levels of equivalence most often established are construct equivalence and partial measurement equivalence, implying that distributions of scores obtained in various countries cannot be interpreted at face value. To understand cross‐cultural differences better, researchers should investigate why higher levels of equivalence could not be established; this can be done best by including elements from both the conceptual and the measurement approach to equivalence.

This study can help marketing managers to establish the extent to which consumer perceptions can be considered equal across countries. Moreover, it helps researchers to determine causes of unequivalence and relate these to concrete stages in the research process.

Integration of the two main approaches to equivalence will lead to a better understanding of the validity of cross‐cultural differences and similarities. This should lead to improved decision making in international marketing.

Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of an approach and research design formulation. Notes that the marketing research problem can be defined by comparing the phenomenon or behaviour in separate cultural contexts and eliminating the influence of the self‐reference criterion. Discusses issues in data analysis such as treatment of outliers and standardization of data. Concludes with an interpretation of results and report presentation.

Cross‐national studies may be flawed through “borrowing” scales used in domestic studies, without examining their relevance and equivalence in other countries and contexts. Examining construct equivalence is an essential first step in the design of cross‐national and multi‐country studies. An important aspect is examining the equivalence in meaning and salience of a construct in all countries or contexts studied. Unless this is established, erroneous or misleading conclusions about the nature and significance of the construct in that context are likely to result. The importance of examining construct equivalence in cross‐national research is illustrated, based on a series of studies applying the CETSCALE in The Netherlands.

The purpose of this paper is to detail the measurement development of a set of indices that manifest culture in the context of business decision making.

Survey research was conducted eliciting opinion data from managers of firms in two countries, the USA and Hungary, for cross‐cultural comparison. Critical issues of measurement equivalency are assessed using item response theory (IRT) prior to the comparison of the US and Hungarian manager samples.

The following sub‐indices were identified as a result of the analysis: individualism in decision making; individualism and authority; logic/emotion; equality as people, equality of authority, tolerance for ambiguity in decision making; tolerance for ambiguity and flexibility, and time orientation.

While the framework provides a broad representation of the cultural value dimensions (CVD) in a business context, it cannot be said that it encompasses the entire dimension or where the true endpoints will lie for the each of the five continuums. As additional culture groups are tested, it will be possible to ascertain where the true midpoint and endpoints of the scale lie.

The framework was utilized to place the five CVDs in a business context, resulting in a very even representation of the manifestation of cultural values across decision‐making processes in a firm. As a result, a more complete picture of current CVD scores is provided by the data for the two populations sampled. The sub‐indices identified not only aid in the establishment of equivalence and allow for comparison of the two groups, but also provide deeper insight into the similarities and differences between the two groups that were masked in the original CVD structure.

The trend towards internationalisation in many service industries has increased the need for both managers and academics to collect cross‐cultural/national consumer‐perceived service quality data. Failure to establish cross‐cultural equivalence and to detect differences in cross‐national response bias will, however, affect data comparability, may invalidate the research results and could therefore lead to incorrect inferences about attitudes and behaviours across national groups. By initially focussing on developments in the mono‐cultural service quality literature, a framework is presented whereby academics and managers can assess the potential impact of these international measurement issues. Existing cross‐cultural service quality literature is reviewed and the extent to which these issues are addressed is highlighted. Methods for detecting and correcting cross‐national response biases are discussed.

The purpose of this paper is to investigate the measurement invariance of the Chinese version NEO PI‐R conscientiousness scale.

Based on Hofstede's cultural dimensions, it was predicted that certain items might exhibit culture‐related differential item functioning (DIF). The partial credit Rasch model was used to analyze the item responses. The authors also examined the impact of DIF on the measurement invariance of the overall conscientiousness scale using differential test functioning statistics.

Most of the predicted culture‐related DIF were supported. Although the results suggested a substantial proportion of items showing DIF, the conscientiousness scale functioned consistently across the two cultures under study, suggesting that observed group mean scores can be compared directly.

The authors demonstrate that an understanding of the culture differences may help when translating instrument across cultures to anticipate potential threats to measurement invariance. The current study employed student samples. Results of the study need to be replicated using diverse populations.

Assessment and selection instruments have been increasingly used across nations for HRM purposes. Organizations intending to establish global talent management systems need to evaluate and ensure the cross‐cultural equivalence of the assessment. Findings from the current study support the adoption of the translated conscientiousness scale in China.

This paper is one of the few in the literature that examines the measurement invariance using a confirmatory approach.

The national identity scale (NATID) was recently reported in the literature for identifying the core elements that define the uniqueness of a given culture or nation in so far as their association with marketing is concerned. This study examined the conceptual strengths and empirical limitations of NATID, and assessed the relevance of the national identity construct in Yemen. Confirmatory factor analysis of the data from a sample of 208 Yemeni respondents revealed that the NATID scale did not fit the Yemeni data. Modification of the scale was made through exploratory and confirmatory factor analyses, which resulted in four dimensions in two alternative models similar to NATID. Results from the second‐order confirmatory factor analysis of the two alternative models supported NATID’s multi‐dimensionality of the national identity construct in the Yemeni context. Implications for future research are discussed and limitations noted.

Researchers have used the construct of consumers’ perceived value to examine the behavioral attitudes or outcomes from different shopping experiences. The purpose of this paper is to investigate the equivalence of psychometric characteristics of consumers’ perceived value across groups of consumers to support the underlying assumption that the construct is universally equivalent across different shopping contexts.

Confirmatory factor analyses were performed to examine the measurement invariance of consumers’ perceived value in the different types of brand and retailer collaborations in a sample of 856 American consumers.

Based on the sequential tests, the results confirmed the consistent structure of the measurement instrument of consumers’ perceived value. In practical applications, although the invariance of monetary value could not be established at the metric level, the findings suggest that social value, convenient value and epistemic value were invariant across groups of consumers in the different shopping contexts.

This research may provide valuable insights into the measurement invariance of consumers’ perceived value, as well as suggestions for researchers before conducting substantive tests of theories with the construct.

This study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers.

Brand equity was conceptualised as a multi‐dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross‐nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi‐group confirmatory factor analysis.

The brand equity scale was invariant across the two countries. Results show that the consumer‐based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores.

Future research could examine the cross‐national generalisability of the brand equity scale using other countries' products and services.

Given that the brand equity scale is invariant across countries, researchers and international marketing managers can use this instrument to measure and manage brand equity across countries. This is suitable for testing theoretical and conceptual relationships in different national settings and allows managers to design and implement efficient international brand strategies.

The study contributes to the scarce literature testing the cross‐national applicability of consumer‐based brand equity. Furthermore, the research enhances consumer‐based brand equity measurement by using a non‐student sample and including a different type of brand associations and multi‐item measures for all the brand equity dimensions.