Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Regional Conference

Measuring Product Commoditization

Published: November 22, 2023


Udo Wagner, University of Vienna; Fernanda SepĂșlveda Simon, (2) Technical University Bergakademie Freiberg; Margit Enke, TU Bergakademie Freiberg


Commoditization refers to the process by which a product or service becomes standardized and interchangeable with similar products or services in the market, resulting in a reduction of its perceived value and a focus on price competition. Extant literature lacks a validated scale to assess product commoditization from a consumer perspective. The current research concep-tualizes the construct of product commoditization and develops a scale that assesses commod-itization as expressed by the four dimensions of brand awareness, price sensitivity, product homogeneity, and willingness to switch. Four studies using multiple methods confirm the reli-ability and validity of the product commoditization construct.