Measuring Product Commoditization: Scale Development

Udo Wagner; Fernanda Sepúlveda Simon; Margit Enke

doi:10.15358/0344-1369-2023-4-3

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis Autor(en) Autor(en) 1–1
- 2–2 Editorial Daniel Baier, Joerg Koenigstorfer Daniel Baier, Joerg Koenigstorfer 2–2
- 3–13 Measuring Product Commoditization: Scale Development Udo Wagner, Fernanda Sepúlveda Simon, Margit Enke Udo Wagner, Fernanda Sepúlveda Simon, Margit Enke 3–13
- 14–31 Effects of Live Streaming Commerce on Returns and Measures for Return Avoidance from a Customer’s Perspective Alexandra Rese, Yongting Pan Alexandra Rese, Yongting Pan 14–31
- 32–70 Let’s Dance a Little Bit: Preliminary Considerations about Effects of Dance in Advertising Videos Nadine Brauckmann, Heribert Gierl Nadine Brauckmann, Heribert Gierl 32–70
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Marketing ZFP , page 3 - 13

Measuring Product Commoditization: Scale Development

Autoren

Udo Wagner Fernanda Sepúlveda Simon Margit Enke

DOI
- doi.org/10.15358/0344-1369-2023-4-3
- ISSN: 0344-1369
- ISSN online: 0344-1369
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.
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