A Paradigm for Developing Better Measures of Marketing Constructs
1979/02/01 by Gilbert A. Churchill · 65 citations
Business, Management and Accounting · #Customer Service Quality and Loyalty #Management and Marketing Education #Consumer Behavior in Brand Consumption and Identification
paper · doi:10.2307/3150876
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...
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