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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

similarity

The scale has seven, seven-point Likert-type statements that are used to measure the degree of fit a person perceives there to be between a certain company's current products and a potential new product.

The degree of similarity a consumer believes there to be between two brands based on image and features is measured using five, nine-point statements.

The scale is composed of three statements attempting to assess a consumer's perception of the similarity of two products based on when/how they are used, such as a well-known core brand and a proposed extension.

The scale measures a person's opinion of the similarity or match between a certain company and a proposed product to be marketed by that company. The scale seems to be amenable for use in a variety of situations in which the fit between the product and the marketer (manufacturer, retailer, or other channel member) is of interest.

The scale is composed of six statements attempting to assess a consumer's attitude toward a brand and the category of products it represents.

Four bi-polar adjectives are used to measure the degree to which a person perceives a stimulus to have a quality characteristic of a broader class of stimuli rather than one particular stimulus. Aggarwal and Law (2005) used the scale as a manipulation check to make sure two scenarios were similar in their levels of abstraction.

The four item scale measures the extent to which a customer believes that there are alternative providers of a service, they are all about the same, and there is no point in switching.

The scale is composed of four, seven-point statements used to measure the extent to which a viewer considers a commercial message to which he/she has been exposed to be like other commercial messages.

The Likert-type scale is composed of three, seven-point statements measuring the respondent's attitude about the similarity of values and beliefs held in common by a company and its advertising agency with an emphasis on how they treat their customers and their employees. The scale was called goal conflict by Spake et al. (1999).

Three Likert-type statements are used to assess a person's opinion of the extent to which a model in an advertisement is similar to him/herself, with an emphasis on physical similarity.