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Testimonial

The Marketing Scales Handbook is indispensible 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.
Dr. Terry Childers
Iowa State University

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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.

The scale uses three, seven-point Likert-type sentences to assess a person's sense of the similarity between the images of an event and a specified brand that could be associated with it in some way, e.g., sponsorship.

The scale is composed of three, seven-point Likert type statements measuring a person's attitude about the effect of a company's support for a particular event on one's attitude toward that company. The emphasis is on the degree to which sponsorship could improve one's opinion of the sponsor. The events examined by Speed and Thompson (2000) were related to sports.