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
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.
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.
With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.
This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).
With ten Likert items, the scale measures the degree to which a person believes that his/her parent(s) made few demands on the kids while they were growing up and allowed them to regulate their own activities.
Using 13 Likert-type items and a 101-point response format, the scale measures the degree to which a person reports having one-way affiliation behavior and desires with a media celebrity.
How much a person has experienced the feeling of being isolated and ostracized is measured with three, seven-point items. Clear instructions should be provided to participants so that they respond with respect to a particular time period.
