Five, nine-point statements are used to assess the value placed by a person on an attainment of social status as well as control over other people and resources.
A person's familiarity with a specified object is measured in this scale with three, seven-point semantic differentials. The objects being assessed by Becker-Olson (2003) were company names whereas Simonin and Ruth (1998) used it with brand names.
Three, seven-point semantic differentials are used to measure a person's awareness and recognition of some specific object. In the study by Roehm (2001), the focal object was a portion of a song used as background music in a mock radio advertisement.
The scale is composed of six, five-point Likert-type statements measuring brand associations with an emphasis on the consumer's awareness of the brand and the extent to which it stands out in his/her own mind.
