Salzberger, Thomas; Sarstedt, Marko; Diamantopoulos, … - In: European Journal of Marketing 50 (2016) 11, pp. 1942-1952
Purpose This paper aims to critically comment Rossiter’s “How to use C-OAR-SE to design optimal standard measures” in the current issue of EJM and provides a broader perspective on Rossiter’s C-OAR-SE framework and measurement practice in marketing in general. Design/methodology/approach...