This three item, seven-point Likert-type scale measures the degree to which a person has a feeling of owning an object without actually having possession of it. While it might be possible to use the scale when people do have some legitimate legal claim to an object, it was not developed for that purpose but instead was meant for occasions when people do not possess an object but feel as if they do.
Four, seven-point Likert-type items are used to measure a person's relative attitude toward two versions of a product that differ in their targets: one made for a global market and the other made for the local market.
The coherence of a brand's meaning and one's ease in understanding it is measured in this scale using five, seven-point items. The scale was referred to as perceived understanding by Lee and Shavitt (2009).
Six personality characteristics stereotypically associated with men are used in this scale to describe a brand.
This scale uses six personality characteristics that are stereotypically associated with women to describe a brand.
The degree to which a person believes a certain company is making a positive impact on society and minimizing its negative impact is measured in this scale using three, seven-point Likert-type items.
The scale is composed of four, seven-point Likert-type statements that are intended to measure the degree to which a consumer views there being a strong association between him/herself and others who use a particular brand. The scale was called communal-brand connection by Rindfleisch, Burroughs, and Wong (2009).
The degree to which a person expresses concern about being thought well of and accepted by others is measured in this scale with six, ten-point Likert-type items.
This is a three-item, 15-point Likert-type scale purported to measure the ability to identify with the actor in a commercial.
A three-item, five-point semantic differential scale is used to measure a person's attitude toward a certain company.
