A Paradigm for Developing Better Measures of Marketing Constructs

197912,686 citationsJournal Article

Authors

Gilbert A. Churchill · University of Wisconsin–Madison

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...

Topics & Keywords

Customer Service Quality and Loyalty Management and Marketing Education Consumer Behavior in Brand Consumption and Identification

UN Sustainable Development Goals

Industry, innovation and infrastructure

Publication Details

Published in: Journal of Marketing Research

Volume 16, Issue 1, pp. 64-64

DOI: 10.2307/3150876

Field-Weighted Citation Impact: 16.04