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
Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with vlogger (video blogger) and considers that media personality as if he/she were a friend.
The four item, seven-point, Likert-type scale measures how much a person wants to make some decisions in such a way as to make someone happy and indicate how much their relationship is valued.
Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee. In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.
Three, five-point items measure how much a person believes a particular event or activity motivated him/her to think about forming relationships with other people.
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 degree of compatibility a person believes he/she has with a “partner” regarding brand preferences is measured with three, seven-point items.
The degree to which a customer believes a service provider is the best is because it understands his/her needs better than the others. The scale is composed of three, seven-point Likert-type items.
Four, five-point Likert-type items measure a customer’s degree of commitment and loyalty. The scale is general in the sense that it can be easily adapted for use with a variety of business entities such as a company, brand, store, or website.
With three, seven-point Likert items, the scale measures how much a customer will return to receive service from a particular provider in the future. The items are phrased hypothetically but a very slight change in wording can make the scale relevant for use with an actual business relationship.
The extent to which a person would actively avoid interacting with others if he/she were in a certain physical environment is measured with three, seven-point items.
