The dynamic nature of marketing constructs

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,...