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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

name

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.