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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA


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.

The scale is composed of six items that are intended to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way. Aggarwal and McGill (2007) used the scale with beverage bottles.

The scale is composed of four, six-point items that measure the degree to which a person believes that some specific ads he/she was exposed to made him/her focus on his/her connection with other people.

Seven, seven-point items are used to measure the frequency with which a customer speaks well about his/her relationship with a particular business and has recommended it to others. A car dealership was examined by Brown et al. (2005).

The scale is composed of seven-point Likert-type statements measuring the importance of a specified object to one's identity.

A consumer's interest in shopping at stores where he or she is known by those who work there is measured with three, six-point Likert-type statements.

Three, seven-point Likert-type statements are used to measure an investor's attitude regarding the relationship with a financial adviser, emphasizing the personal attention and concern shown by the adviser. The scale was called functional service quality by Bell, Seigyoung, and Smalley (2005).