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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

attributions

Using three, seven-point Likert-type items, the scale measures the degree to which a person attributes thought and emotion to a logo regarding its helplessness and not being in control.

Three, seven-point Likert-type items are used to measure the degree to which a person believes a particular company is socially active due to its genuine concern and unselfish motivation.

The degree to which a person believes a particular company engages in social activity and supports causes because of how it (the company) could benefit from the activity is measured with three, seven-point Likert-type items.

Three, seven-point Likert-type items measure the degree to which a logo appears to move as if it is alive.

Using three, seven-point Likert-type items, the scale measures the degree to which a person blames a specific entity (store, company, organization) and its strategies for him/her terminating the relationship between them.

The general tendency to attribute distinct human mental capacities to nonhumans is measured with 15 questions.

Four, seven-point Likert-type items are used to measure the degree to which a customer believes a particular service-related problem was the fault of the service provider (internal) rather than someone or something else (external).

A person’s attribution of humanlike qualities to time (free will, emotions, intentions) is measured using six, seven-point items.

How much a person views time in a certain situation as being a beneficial entity or a maleficent force is measured with three, nine-point items.

The attribution of human-like qualities such as self-awareness and desires to a brand is measured in the scale using three, seven-point Likert-type items.