articleTop 10% cited
A Paradigm for Developing Better Measures of Marketing Constructs
Journal of Marketing Research · 1979 · Vol. 16(1) · pp. 64–64
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...
Customer Service Quality and LoyaltyManagement and Marketing EducationConsumer Behavior in Brand Consumption and IdentificationMarketingBusinessComputer sciencePsychologyEconometricsEconomics
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References
The Theory of Buyer Behavior
Journal of Marketing · 1971 · 2,817 citations
Convergent and discriminant validation by the multitrait-multimethod matrix.
Psychological Bulletin · 1959 · 16,919 citations
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