The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
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.
