Structural Model of Product Meaning Using Means-End Approach

The aim of the paper is to model motivational and cognitive structures of product meaning based on means-end chain framework. Applying SEM to means-end provides new analysis to help validate “hard laddering” measurement scales, model relationships among multiple latent predictors (bundles of product attributes) and criterions (consequences and values), as well as error of measurement and test a priori substantive assumptions against the data. This methodology introduces Guttman scaling to means-end framework and a confirmatory instead of classical exploratory approach to MEC analysis.

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