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The dynamic nature of marketing constructs

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Abstract

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.

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Notes

  1. The other components are discovery of new entities and new causal relationships between entities.

  2. “Fade away” also could follow as a Stage 5 after one of the other versions of Stage 4.

  3. Google Scholar citations for the introductory articles for these constructs (as of August 28, 2020) are as follows: Jaworski and Kohli (1993) 11,074 cites; Narver and Slater (1990) 13,557 cites; and Keller (1993) 20,605 cites.

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Acknowledgments

The authors are grateful for comments on earlier versions of this paper from Daniel Bruns, Constantine Katsikeas, Marc Mazodier, and John R. Rossiter. They are also grateful for contructive feedback and encouragement from the editor-in-chief, John Hulland, the area editor and the reviewers.

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  1. Zayed University, P.O. Box 144534, Abu Dhabi, United Arab Emirates

    Lars Bergkvist

  2. European University Viadrina, Große Scharrnstraße 59, D-15230, Frankfurt (Oder), Germany

    Martin Eisend

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Bergkvist, L., Eisend, M. The dynamic nature of marketing constructs. J. of the Acad. Mark. Sci. 49, 521–541 (2021). https://doi.org/10.1007/s11747-020-00756-w

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