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Optimal standard measures for marketing

Journal Article


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Abstract


  • In this article, the author argues that marketing will not become a science until we agree on an optimal standard measure (OSM) for each of our major constructs. The case for OSMs is made by critically examining the leading alternative measures of four constructs used widely in marketing management ¿ corporate business reputation, corporate ethical reputation, customer satisfaction, and customer recommendation ¿ and showing how we might progress towards designing an OSM for each.

Publication Date


  • 2017

Citation


  • Rossiter, J. R. (2017). Optimal standard measures for marketing. Journal of Marketing Management, 33 (5-6), 313-326.

Scopus Eid


  • 2-s2.0-85016206455

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/2172/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1165

Number Of Pages


  • 13

Start Page


  • 313

End Page


  • 326

Volume


  • 33

Issue


  • 5-6

Place Of Publication


  • United Kingdom

Abstract


  • In this article, the author argues that marketing will not become a science until we agree on an optimal standard measure (OSM) for each of our major constructs. The case for OSMs is made by critically examining the leading alternative measures of four constructs used widely in marketing management ¿ corporate business reputation, corporate ethical reputation, customer satisfaction, and customer recommendation ¿ and showing how we might progress towards designing an OSM for each.

Publication Date


  • 2017

Citation


  • Rossiter, J. R. (2017). Optimal standard measures for marketing. Journal of Marketing Management, 33 (5-6), 313-326.

Scopus Eid


  • 2-s2.0-85016206455

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/2172/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1165

Number Of Pages


  • 13

Start Page


  • 313

End Page


  • 326

Volume


  • 33

Issue


  • 5-6

Place Of Publication


  • United Kingdom