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.
respect
The scale uses three, seven-point Likert-type items to measure how strongly a person believes that an employee has engaged in behaviors to politely and attentively address a customer’s concerns (unspecified).
Four, seven-point Likert-type items are used to measure the degree to which a person has an overall respect of self and feeling of inherent value.
The degree to which a person feels disrespected and betrayed due to a company’s customer data activities is measured using four, seven-point Likert-type items.
Four semantic differentials are used in this scale to measure how successful and respected a company is believed to be.
How much a person believes that a certain event would negatively affect his/her morale and pride is measured with five, seven-point items.
The scale is composed of five, six-point items that measure one’s expectation that if he/she were able to purchase a certain product then it would have a positive impact on one’s life in terms of confidence, status, and image.
With eight, seven-point semantic differentials, the scale measures various socially-related characteristics of a person, with an emphasis on how pro- or anti-social the individual is viewed as being.
Three, five-point Likert-type items are used to measure the degree to which a parent believes that he/she along with other parents should be open to children's opinions and encourage them to speak up.
How proud and self-confident a person feels is measured in this scale with four, seven-point Likert-type items.
With three, five-point Likert-type items, the scale measures the degree to which a member of an online community feels accepted by other members and that they respect his/her opinions.
