The scale is composed of four, seven-point Likert-type items intended to measure the extent to which a customer (the first party) who was dissatisfied with a company (the second party) expressed his/her dissatisfaction to an organization (a third party) with the hope that the information would be disseminated to relevant publics (the fourth party).
The degree to which a person views a company as supporting a cause because it helps the business in some way is measured with four Likert-type statements.
The scale is composed of four, five-point items that are intended to measure the extent to which a person believes the job performance of advertising agency account planners is judged by the awards and media attention received for the advertising. There were two versions of the scale, one to measure the way planners are currently being evaluated and another to measure the way they should be evaluated.
The scale is composed of three, seven-point Likert type statements measuring the subjective likelihood that if a certain company supported a particular event then it would improve the chances that a consumer would attend to and remember the sponsor's promotion. The events examined by Speed and Thompson (2000) were related to sports.
The scale is composed of three, seven-point Likert type statements measuring how likely a particular company is viewed as being a sponsor of a variety of major sporting events. "Ubiquity" implies that the sponsor seems to be everywhere, visibly associated with lots of top sporting events.
The scale is composed of three, seven-point Likert type statements measuring a person's attitude about a company's reasons for sponsoring an event, the emphasis being on the opinion that the sponsor genuinely has the "best interest" of the event in mind.
The scale is composed of three, seven-point Likert type statements measuring the likelihood that if a certain company supported a particular event then it would improve the chances that a consumer would buy the sponsor's products. The events examined by Speed and Thompson (2000) were related to sports.
A person's sense of fit between an event and the company that is sponsoring it is measured using five, seven-point Likert type statements. The events examined by Speed and Thompson (2000) were related to sports.
Five, five-point semantic differentials are used to measure a person's attitude toward a public service announcement (PSA).
