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.
relationships
Three, five-point Likert-type items are used to measure the importance a customer places on having a personal relationship with a company employee. The phrasing of the sentences implies the employee is a professional from whom one may seek advice and support.
With three-items, the scale measures the degree to which a person feels attached to a particular community.
This six-item Likert-type scale measures how much one has a sense of satisfaction in doing things primarily for the benefit of a particular person rather than him/herself.
The extent to which a consumer has an emotional bond and kinship with a particular brand is measured with three, nine-point Likert-type items.
How much a person believes a particular event or activity motivated him/her to think about maintaining long-term relationships with other people is measured with three, five-point items.
How much a person is interested in learning more about another individual, being closer to him/her, and becoming his/her friend is measured with nine, seven-point items.
The scale uses three, seven-point Likert-type items to measure the degree to which a person believes a collective of entities such as people or companies have unity and coherence rather than just an aggregate of individuals.
How much a person views a collective of individual entities such as people or companies as a social group is measured with three, seven-point Likert-type items.
The degree of conflict a person believes there was between him/herself and his/her partner in a romantic relationship within a specified period of time is measured with five items.
Using three, seven-point Likert-type items, the scale measures how well one person knows a particular person and believes their relationship is important.
