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Importance rating scales are utilized to define the importance of factors for certain behavior of different study populations including consumers. However, the findings on important factors are usually not checked for validity by comparing with different methods. The current study compares a direct measure with an indirect measure: 1) respondents’ importance ratings of consumer based brand equity (CBBE) components on their choosing a destination for their next vacation (an indicator of loyalty); 2) calculated significance of the same CBBE components on affecting their likelihood to visit a destination (an indicator of loyalty). Results show that the direct measures, or respondents’ importance ratings provided by consumers, may not mirror those of calculated significance by indirect measures such as regression analysis.

Respondent Rated Importance Versus Calculated Significance: Which is More Valid?