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likeability

Four, seven-point statements are used to assess a person's opinion of the likelihood that a particular name for a brand would be successful in the market place.

The scale is composed of four, four-point items that are intended to capture a child's tendency to respond to a brand in a consistently positive (or negative) way with the emphasis on the likeability of the brand.

The scale is composed of three, seven-point items intended to measure a person's general liking of activities that could enhance one's social status.

The scale is composed of three, seven point items intended to measure a person's general liking of activities that are different from their daily routine.

Three, seven-point statements are used to measure a person's attitude toward some specific advertisement that he or she has been exposed to with an emphasis on how much the viewer liked the ad.

Three, seven-point bipolar adjectives are purported to measure a person's opinion about advertising in general without reference to any of its possible dimensions.

Four, seven-point Likert-type statements are used to measure a person's overall evaluation of the advertising in a specific advertising vehicle. The vehicle examined by Ha (1996) was a dummy magazine prepared for a college student audience.

This semantic differential scale measures a person’s overall evaluation of a specified business entity.