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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

recognition

The scale has three, nine-point Likert-type items that measure a person’s belief that others are thankful for him/her.  The reason for the gratitude is unstated.

Four, seven-point Likert-type items are used in the scale to measure the degree to which a person tends to be aware of and to understand his/her emotions.

Five, nine-point statements are used to assess the value placed by a person on an attainment of social status as well as control over other people and resources.

A person's familiarity with a specified object is measured in this scale with three, seven-point semantic differentials. The objects being assessed by Becker-Olson (2003) were company names whereas Simonin and Ruth (1998) used it with brand names.

Three, seven-point semantic differentials are used to measure a person's awareness and recognition of some specific object. In the study by Roehm (2001), the focal object was a portion of a song used as background music in a mock radio advertisement.

The scale is composed of six, five-point Likert-type statements measuring brand associations with an emphasis on the consumer's awareness of the brand and the extent to which it stands out in his/her own mind.