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influence

The scale uses three, seven-point items to measure the degree to which a person believes that an unspecified “external force” is pushing him/her forward.

With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.

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.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes the way an event is sponsored will increase his/her interest in the event and the likelihood of attending it.

The scale has four, seven-point items that measure how much a person changed his/her opinion of an object in order to maintain a good relationship with a particular person.

Six, seven-point Likert-type items are used to measure a type of psychological empowerment in which a person believes his/her actions make a positive difference in another person’s life.

A person’s belief that he/she was able to get others to do what was wanted in a certain situation is measured with six, seven-point Likert-type items.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

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.

A person’s beliefs about the degree to which he/she is prone to changing attitudes or having them changed is measured with sixteen, seven-point Likert-type items.