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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

relationships

Four indicators are used to measure the strength of the relationship between two individuals as expressed by one of the two.

The scale measures the degree to which a customer believes the relationship he/she has with an employee is warm and pleasant.  A four- and a six-item version are described.

Eight items with a nine-point response format are used to measure the degree to which a person views a company as being associated with, if not part of, his/her personal identity.

Five, five-point Likert-type items are used in this scale to measure the degree to which a person feels a strong psychological and emotional connection to the global community rather than to any particular nation.

The scale is composed of four, seven point items that are intended to measure the extent to which a person perceives that some objects as a set appear to depict or symbolize a typical family. The objects could be people, such as in an ad, or they could be products, such as beverage bottles in a product line as done by Aggarwal and McGill (2007).

The scale is composed of three, seven-point Likert-type statements that measure a customer's attitude about providing personal information to a person or organization.

The scale is composed of three, seven-point Likert-type statements that measure the degree to which a customer expresses a desire-based attachment to a particular service provider.

Three, seven-point statements measure the degree to which one states being dedicated and devoted to something. The object of commitment appears like it can be a person, brand, or organization. In the case of Thomson (2006), commitment was related to a "human brand" such as a celebrity.

This scale uses three, seven-point Likert-type items to measure how long a consumer has used a particular brand and the relative frequency with which the consumer currently uses it.

Four, five-point Likert-type items are used to measure the degree to which a person expresses a positive attitude about a business compared to the known alternatives.