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Testimonial

The Marketing Scales Handbook is indispensable 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

advancement

The scale uses three, seven-point items to measure how much advancement a person believes he/she has made towards achieving of a self-regulatory objective.

Four, seven-point unipolar items are used in this scale to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with power and achievement.

Nine, nine-point scales are used to measure the degree to which a person is motivated by achievement and focused on opportunities for advancement.

The scale uses five, five-point statements to measure the perceived probability that a person will advance through the stages of a job application process from contacting the company to accepting the position if it is offered.

A Likert-type scale is used to measure the degree to which a person views an organization of which he or she is a member as having a positive reputation in the community. The organization studied by Bhattacharya, Rao, and Glynn (1995) was an art museum while Arnett, German, and Hunt (2003) studied a university.