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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

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.