TITLE

One-hit wonders

PUB. DATE
May 2007
SOURCE
Marketing News;5/1/2007, Vol. 41 Issue 8, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
A review of the article "The Predictive Validity of Multiple-Item Versus Single-Item Measures of the Same Constructs," written by Lars Bergkvist and John J. Rossiter, published in the May 2007 issue of the "Journal of Marketing Research," is presented. A review of "Customer Loyalty to Whom?: Managing the Benefits and Risks of Salesperson-Owned Loyalty," written by Robert Palmatier, Lisa K. Scheer, and Jan-Benedict E.M. Steenkamp, published in the same issue, is also reviewed.
ACCESSION #
24876158

 

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