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.
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The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.
The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.
This three item, seven-point Likert-type scale measures the degree to which a customer gets bored always buying the same brands and, because of that, is motivated to shop for different brands.
Four, seven-point Likert-type items measure a person’s stated likelihood of buying a brand due to its sponsorship of something such as event or cause.
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.
