congruence
How well a decision-maker believes the recommendation of another person matched his/her own is measured with three, seven-point Likert-type items. Given the phrasing of one of the items, the object being recommended is evaluated more with subjective criteria than objective.
Five, seven-point Likert-type items measure how much a person identifies with a particular message and believes it expresses something to others about him/herself.
How much a person identifies with the information in a particular advertisement is measured with five, seven-point Likert-type items.
The link between two of one’s self-identities is measured with four, seven-point Likert-type items. The particular identities referred to in the sentences are ideal and ought.
Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.
The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.
The scale uses four Likert-type items to measure the extent to which a consumer believes there is a uniform design of the brand across multiple touchpoints.
Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.
Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.
The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.