The dynamic nature of marketing constructs

ORCID Identifiers

0000-0002-4271-9182

Document Type

Article

Source of Publication

Journal of the Academy of Marketing Science

Publication Date

1-1-2020

Abstract

© 2020, Academy of Marketing Science. This study proposes an ideal, four-stage model of construct evolution (emergence → conceptualization → competition → consensus) to explain construct development over time. An in-depth analysis of conceptualizations of two constructs, market orientation (MO) and customer-based brand equity (CBBE), however, reveals different evolutionary stages and trajectories that deviate from the ideal model. The final stage for MO and CBBE is fragmentation, not consensus, characterized by customized operationalizations and variable construct definitions. A supplementary analysis of need for cognition (NFC) and involvement constructs provides additional support. For example, the final stage of NFC is dominance, characterized by nearly complete reliance on standard definitions and operationalizations. Conceptual research, formal measure development, and differing types of constructs all can influence the evolution of constructs. These findings have deep implications for marketing research: Diverse definitions and operationalizations can impede knowledge accumulation. This article proposes guidelines for improving research practices and managing constructs across evolutionary stages.

ISSN

0092-0703

Publisher

Springer Science and Business Media LLC

Last Page

21

Disciplines

Business

Keywords

Brand equity, Definition, Involvement, Knowledge accumulation, Market orientation, Marketing research, Need for cognition, Operationalization

Scopus ID

85096454870

Indexed in Scopus

yes

Open Access

no

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