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Testimonial

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

pride

The pride a person feels after accomplishing a particular task is measured with four, seven-point Likert items.

Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty.  The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.

Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.

With four, nine-point items in a semantic differential format, the scale purports to measure a person’s emotional response from doing “good,” such as charitable giving and other prosocial behavior.

Seven, seven-point items are used in this scale to measure a person’s enduring belief that he/she is superior to others and makes him/herself the center of attention.

This seven-item, seven-point Likert-type scale is used to measure a momentary self-centered and arrogant frame of mind.

The strength with which a person expresses favorable attachment to a particular cultural group is measured in this scale using six, seven-point Likert-type items.

Using three items, this scale measures the degree to which a person thinks a product has a pride-like quality that was implanted in it during the production process.

How much a person believes that a certain event would negatively affect his/her morale and pride is measured with five, seven-point items.

The scale is composed of eight Likert-type items that measure a consumer’s pride with being associated with a brand and his/her emotional attachment to it.