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Scale Reviews

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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.
Dr. Terry Childers
Iowa State University


The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.

The scale uses three, seven-point Likert-type items to measure how much a person believes that a particular charity needs financial support from its donors.

 How generous and helpful something is considered to be based upon a donation it has made is measured with five, seven-point items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

A person’s expressed likelihood of giving money to a particular charity is measured using three, seven-point items.  Donating money is explicitly mentioned in the items but contributing other material or non-material resources are not mentioned.

How much a person believes that, in general, companies should be engaged in philanthropic activities and that such behavior is beneficial to them is measured with four, seven-point semantic differentials.

Five, seven-point uni-polar items are used to measure the kindness and effort a person believes were sincerely exhibited by a company with its contribution to a charitable event.  

The scale is composed of four, seven-point items that measure the likelihood that a person will donate a product of his/hers that is not used anymore but could still be useful to someone else.

Three items are used to measure a person’s motivation to look for and gather items he/she owns that are not used anymore and could be donated.  The scale seems to make most sense to use when there has been an appeal of some sort that asked potential donors to think about things of theirs that could be given away.

Using three, seven-point uni-polar items, the scale measures how much a person believes one brand is closely related in some way to another brand.  In particular, the scale and its corresponding stem (question) were developed for use when comparing the fit between a brand associated with a product and a brand name associated with a charity.

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.