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A Paradigm for Developing Better Measures of Marketing Constructs

1979; SAGE Publishing; Volume: 16; Issue: 1 Linguagem: Inglês

10.2307/3150876

1547-7193

Gilbert A. Churchill,

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...