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Marshfield Clinic Research Foundation

comparison

Twelve, seven-point Likert-type statements are purported to measure the perceived value of a brand based on its name and image. The focal brand in the study was Spiegel, a clothing-related catalog.

Six, seven-point Likert-type items measure a set of cognitions a person has toward a brand of luxury sedan relative to other domestic luxury sedan brands.

A set of noncomparative cognitions a person has toward a brand of luxury sedan are measured in this scale using six, seven-point Likert-type items.

This is a four-item, seven-point semantic differential scale measuring the degree to which a consumer perceives a certain brand to be like other brands typical of a specified product category. Sujan and Bettman (1989) used it for 35mm SLR cameras.

Four statements are used to measure the situation-specific (not enduring) relevance of an object to a person. The object in the Slama and Tashchian (1987) study was shampoo. Stapel, Likert, and semantic differential versions of the scale were developed and tested.

This two-item, seven-point semantic differential scale is used in measuring how much variability a consumer perceives there to be among brands of a specified product on a specified feature. Sujan and Bettman (1989) used it for attributes of 35mm SLR cameras.