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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

quality

The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team.  The emphasis is on the team’s high standards and its efforts to please loyal fans.

The extent to which a consumer believes there is a strong, positive connection between the price of something and its quality is measured using three, seven-point Likert-type items.

Ten, seven-point items are used to measure how effectively a product is believed to enhance physical energy and mental acuity.  To answer some of the questions, the respondent must have used the product rather than merely hearing about it.  The scale seems to be amenable for use with a variety of foods, beverages, drugs, and supplements which are claimed to increase one’s energy.

How long a product improved a person’s mental performance is assessed with four, seven-point items.  To answer the questions, the respondent must have used the product rather than merely hearing about it.  The scale seems to be amenable for use with a variety of foods and supplements for which claims are made about increasing one’s cognitive ability in some way.

A consumer’s global evaluation of a service experience is measure with three, nine-point bi-polar adjectives.

The likelihood of receiving lower service quality if one switches from one provider to another is measured with three, five-point Likert-type items.

With three, seven-point Likert-type items, the scale measures the extent to which a person believes that the service provided by a company is high quality, with no reference to any specific type of business or aspect of service quality.

Using three, seven-point Likert-type items, the scale measures the degree to which a person believes the physical environment of a store is high quality.

Four, nine-point uni-polar items are used to measure the degree to which a consumer believes that a particular pair of jeans is durable and well made.

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.