Creating and appropriating value in collaborative relationships

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Back-Translation for Cross-Cultural Research

Richard W. Brislin · Journal of Cross-Cultural Psychology · 1970 · 13.4K citations

Humanities, Translation Studies, Descriptive Translation Studies +16

A Paradigm for Developing Better Measures of Marketing Constructs

Gilbert A. Churchill · Journal of Marketing Research · 1979 · 12.7K citations

Business, Marketing, Marketing Management +2

The partial least squares approach for structural equation modeling.

Wynne W. Chin · 1998 · 11.7K citations

Social Sciences, Biostatistics, Psychometrics +12

A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

Richard L. Oliver · Journal of Marketing Research · 1980 · 9.9K citations

Business, Marketing, Social Psychology +15