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- Title
CONVENIENCE: DEFINITION, STRUCTURE, AND APPLICATION.
- Authors
Brown, Lew G.; McEnally, Martha R.
- Abstract
Despite widespread interest in convenience in marketing, researchers have not defined convenience and explored the multidimensionality of the construct. This conceptual paper presents a proposed definition of convenience and a proposed structure for the construct to guide research and to suggest proper application of the term in discussing classes of goods and services. Hypotheses to guide future research are also presented.
- Subjects
MARKETING research; MARKETING; COMMERCIAL products classification; PRODUCT management; INDUSTRIAL management
- Publication
Journal of Marketing Management (10711988), 1992, Vol 2, Issue 2, p47
- ISSN
1071-1988
- Publication type
Article