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sponsor
How positive a person feels about the sponsor of an event is measured with three, seven-point Likert-type items. The event being sponsored is not identified in the sentences themselves which makes the scale amenable for use with a wide variety of contexts.
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.)
