TY  - JOUR
AB  - Purpose This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and acceptance among marketing scholars.Design/methodology/approach This is a theoretical paper.Findings The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines.Research limitations/implications Improving marketing measurement practice is of importance to marketing scholars.Originality/value The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.
VL  - 50
IS  - 11
SN  - 0309-0566
DO  - 10.1108/EJM-10-2016-0548
UR  - https://doi.org/10.1108/EJM-10-2016-0548
AU  - Bergkvist Lars
PY  - 2016
Y1  - 2016/01/01
TI  - The role of C-OAR-SE in marketing measurement
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1953
EP  - 1958
Y2  - 2024/04/24
ER  -