A Paradigm for Developing Better Measures of Marketing Constructs

作者：Gilbert A. Churchill · 发表于：Journal of Marketing Research · 年份：1979 · DOI：10.2307/3150876 · 被引用次数：12718 · 研究领域：Customer Service Quality and Loyalty、Management and Marketing Education、Consumer Behavior in Brand Consumption and Identification

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...