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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

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Four, seven-point Likert-type statements are used to assess the extent to which a person thinks that the support provided by a particular business organization to a charity is done to benefit itself rather than being motivated by altruism. The scale was called anti-altruism by Dean (2002).

The four item, seven-point Likert-type scale measures the degree to which a consumer believes that the support provided by a particular business organization to a charity is generous and unselfish.

The scale is composed of three, seven-point Likert type statements measuring the subjective likelihood that if a certain company supported a particular event then it would improve the chances that a consumer would attend to and remember the sponsor's promotion. The events examined by Speed and Thompson (2000) were related to sports.

The scale is composed of three, seven-point Likert type statements measuring how likely a particular company is viewed as being a sponsor of a variety of major sporting events. "Ubiquity" implies that the sponsor seems to be everywhere, visibly associated with lots of top sporting events.

The scale is composed of three, seven-point Likert type statements measuring a person's attitude about a company's reasons for sponsoring an event, the emphasis being on the opinion that the sponsor genuinely has the "best interest" of the event in mind.

The scale is composed of three, seven-point Likert type statements measuring the likelihood that if a certain company supported a particular event then it would improve the chances that a consumer would buy the sponsor's products. The events examined by Speed and Thompson (2000) were related to sports.

The scale is composed of four, seven-point semantic differentials measuring the attitude of a sports team fan of other fans regarding their approval of the purchase of a team sponsor's products.

The scale is composed of four, seven-point Likert type statements measuring a person's interest in some specific event and its importance to him/her. The events examined by Speed and Thompson (2000) were related to sports.

The scale is composed of seven-point Likert type statements measuring a person’s sense of the fit between an event and the organization that is sponsoring it.  The events examined in the reviewed studies were related to sports.

This three-item, seven-point Likert-type scale attempts to assess a person's sense of the extent to which a certain brand is used by participant's in a specific event.