@article{2023:wagner:measuring_,
title = {Measuring Product Commoditization: Scale Development},
year = {2023},
note = {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.},
journal = {Marketing ZFP},
pages = {3--13},
author = {Wagner, Udo and Simon, Fernanda Sepúlveda and Enke, Margit},
volume = {45},
number = {4}
}