Developing Measurement Scales of Organizational and Issue Legitimacy: A Case of Direct-to-Consumer Advertising in the Pharmaceutical Industry

The purpose of this paper is to explore the concepts of issue legitimacy and organizational legitimacy, providing a new measure of each construct. The scales were developed and tested using data collected through a statewide survey of Alabama residents. Assessments of issue legitimacy were based on...

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Bibliographic Details
Published in:Journal of business ethics 2016-08, Vol.137 (2), p.405-413
Main Authors: Chung, Jee Young, Berger, Bruce K., DeCoster, Jamie
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Alabama
Business and Management
Business Ethics
Cognition
Communication
Conformity
Consumer advertising
Education
Endorsements
Ethics
Government regulation
Industrial regulation
Legitimacy
Management
Normativity
Organization theory
Organizational behavior
Organizational behaviour
Perceptions
Perceptual organization
Pharmaceutical industry
Philosophy
Political power
Prescription drugs
Public relations
Quality of Life Research
Residents
Society
Statistics
Studies
United States
Values
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Summary:The purpose of this paper is to explore the concepts of issue legitimacy and organizational legitimacy, providing a new measure of each construct. The scales were developed and tested using data collected through a statewide survey of Alabama residents. Assessments of issue legitimacy were based on perceptions of direct-to-consumer advertising, whereas assessments of organizational legitimacy were based on perceptions of the pharmaceutical industry as a whole. The findings provide evidence that organizational legitimacy can be reliably measured using a five-item scale and issue legitimacy can be reliably measured using a six-item scale. The implications of the results and potential uses of the scales are discussed.
ISSN:0167-4544
1573-0697
DOI:10.1007/s10551-014-2498-8