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.
brand
With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.
Four, nine-point Likert-type items are used to measure the extent to which a consumer would buy a brand again despite having had a bad experience with it.
The degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.
How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.
The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.
Three, ten-point items are used in this scale to measure how well a customer’s experiences with a brand compare to his/her expectations and the ideal product.
A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.
With four, five-point Likert-type items, the scale measures the degree to which a customer provides feedback to a company about his/her experiences brand’s products in order to help improve them or have new ones created. The implication in the sentences is that this behavior is ongoing rather than a one-time event.
Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.
The degree to which a customer promotes and refers a brand to friends and relatives because of monetary incentives from the company is measured with four, five-point Likert-type items.
