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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

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In this scale, four, seven-point semantic differentials evaluate how positive or negative a person’s attitude is toward a brand name.  A three-item version is also described.

The scale attempts to assess the appeal and suitability of a certain brand name for a product and is composed of four, nine-point semantic differentials.

The scale is composed of five, seven-point statements that assess the appropriateness of a new product being introduced by a company to carry the same brand name as a previous product by the company.

The seven-point semantic differential scale measuring the degree to which a person views a brand name as being acceptable.

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.