Abstract
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which ma...
Keywords
MarketingBusinessComputer sciencePsychologyEconometricsEconomics
Affiliated Institutions
Related Publications
Developing Buyer-Seller Relationships
Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies trea...
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of bran...
A Taxonomy of Consumer Satisfaction/Dissatisfaction Measures
Government and business have become more concerned with measuring market performance in terms of consumer satisfactions and dissatisfactions (CS/D). This article is concerned wi...
Environmental Determinants of Decision-Making Uncertainty in Marketing Channels
To function, a marketing channel must have a certain amount of consensus and coordinated decision making among its members. Marketing channel theory has emphasized the “internal...
The Commitment-Trust Theory of Relationship Marketing
Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizin...
Publication Info
- Year
- 1979
- Type
- article
- Volume
- 16
- Issue
- 1
- Pages
- 64-64
- Citations
- 12651
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
12651
OpenAlex
Cite This
Gilbert A. Churchill
(1979).
A Paradigm for Developing Better Measures of Marketing Constructs.
Journal of Marketing Research
, 16
(1)
, 64-64.
https://doi.org/10.2307/3150876
Identifiers
- DOI
- 10.2307/3150876