The scale uses three, seven-point Likert-type items to measure the degree to which a consumer believes that his/her use of a particular brand has evoked cognitve activity.
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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.