Measuring Product Commoditization: Scale Development
- Author(s)
- Udo Wagner, Fernanda Sepúlveda Simon, Margit Enke
- Abstract
Commoditization refers to the process by which a product or service becomes standardized and interchangeable with similar products or services on the market, resulting in a reduction of its perceived value and a focus on price competition. The extant literature lacks a validated scale to assess product commoditization from a consumer perspective. The current research conceptualizes the construct of product commoditization and develops a self-assessment scale that evaluates commoditization as expressed by the four dimensions of brand importance, ease of switching, price sensitivity, and product homogeneity. Four studies using multiple methods confirm the reliability and validity of the product-commoditization construct.
- Organisation(s)
- Department of Marketing and International Business
- External organisation(s)
- MODUL University Vienna, Technische Universität Bergakademie Freiberg
- Journal
- Marketing ZFP - Journal of Research and Management
- Volume
- 45
- Pages
- 3-13
- No. of pages
- 11
- ISSN
- 0344-1369
- DOI
- https://doi.org/10.15358/0344-1369-2023-4-3
- Publication date
- 06-2023
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Marketing, Social Psychology
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/measuring-product-commoditization-scale-development(f55dcc75-6cab-4fab-8e5d-78ecbc09475d).html