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sponsor

With three, seven-point Likert-type items, the scale measures a person’s belief that the way something was sponsored made him/her feel more positively towards sponsorship in general.

Using four, seven-point Likert-type items, the scale measures a person’s belief that the sponsor of an event truly cares about it and thinks it deserves support.

Four, seven-point Likert-type items measure a person’s stated likelihood of buying a brand due to its sponsorship of something such as event or cause.

The scale uses four, seven-point Likert-type items to measure the degree to which a person believes the way an event is sponsored will increase his/her interest in the event and the likelihood of attending it.

Three Likert-type items are used to measure the degree which a person believes the reason a brand sponsors something, such as a team, event, or charity, is because it is something that is expected by constituents, e.g., employees, customers, the community at large.

With three, seven-point semantic differentials, the scale measures the novelty and interestingness of a sponsorship being promoted in an advertisement by a sponsoring entity for something such as an event, an organization, or a cause.

The degree to which a sponsoring entity and a sponsee are viewed as fitting together well is measured with three, seven-point semantic differentials.  (A sponsee is the entity being sponsored, such as an event, an organization, or a cause.)

The scale is composed of four, seven-point items that measure a person’s belief that a specified entity (person, cause, organization) being sponsored for some unstated reason is similar in its goals and image to the specified sponsor.

Four Likert-type items are used to measure the degree to which a parent holds positive beliefs about "advergames" made for children.  (Advergames are custom-made for a good or service in order to entertain potential consumers as well as promote the brand.)

Five, seven-point Likert-type items are used in this scale to measure how genuinely a person's believes an organization cares about a charitable cause.  Given the phrasing of one of the items, the scale is most suited to charities than help fund research of some sort.