Coopetitive innovation alliance performance: Alliance competence, alliance’s market orientation, and relational governance

The Commitment-Trust Theory of Relationship Marketing

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

Relationship Marketing, Customer Satisfaction, Media Marketing +15

A Paradigm for Developing Better Measures of Marketing Constructs

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

Marketing Analytics, Customer Satisfaction, Improved Marketing Practice +13

Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics

Claes Fornell, David F. Larcker · Journal of Marketing Research · 1981 · 12.5K citations

Quality Of Life, Measurement Theory, Engineering +20

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 10.3K citations

Relationship Marketing, Customer Satisfaction, Media Marketing +15

The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive Advantage

Jeffrey H. Dyer, Harbir Singh · Academy of Management Review · 1998 · 10K citations

Interorganizational Competitive Advantage, Industrial Organization, Competitive Advantage +19