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Scale Reviews

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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

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.