The impacts of knowledge dissemination and information generation on brand citizenship behavior - A comparison between summated scale and GRA

This study attempts to illustrate the impacts of knowledge dissemination and information generation as internal marketing techniques on role clarity and brand citizenship behavior by means of path analysis. The above mentioned variables are assumed as latent variables, which consist of several indicators. We apply both summated scale and GRA for obtaining the integrated indexes of these latent variables, and find that the skewness and kurtosis of grey relational grades are lower. By comparing the results of path analysis using summated scales with those using grey relational grades, we find that the results of path analysis using summated scales are very similar to those using grey relational grades.