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Testimonial

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.
Dr. Terry Childers
Iowa State University

WOM

The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items.  The sentences are phrased such that they make most sense for those who have participated in such programs.

How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.

How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.

The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.

The scale has three, seven-point items that measure the degree to which a person has shared information with another person in order to help and prepare him/her for a particular “experience.”

With three, seven-point items, the scale measures the degree to which a person shared information with another person in order to improve that person’s attitude about him/herself.