Scale Reviews

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Marketing Scales Handbook

Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.

Dr. Terry Childers

Iowa State University

This Week's Newest Scale Reviews

Retaliatory Behavior (Avoidance)

Four, seven-point Likert-type items are used in this scale to measure a person's motivation... read more »

Customized Product Superiority

With five, seven-point items, this scale measures the degree to which a consumer believes a... read more »

Commitment to the Relationship

This scale uses three, seven-point Likert-type items to measure a customer's motivation to... read more »

Brand Personality (Male)

Six personality characteristics stereotypically associated with men are used in this scale to... read more »

Brand Personality (Female)

This scale uses six personality characteristics that are stereotypically associated with women... read more »

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