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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


 Want to know what is going on at Marketing Scales?  Read below about the newest books that have been published and other news of interest. 

New Measures of Brand-Related Attitudes

If you type Branding into a search engine, the top results you're likely to receive have to do with the activity's importance.  Those results can be further divided into two groups: the importance of branding to a company and the importance of branding to consumers.  With regard to the latter, how do researchers measure the effects of branding on consumer behavior?  One of the methods most frequently used by the top researchers in the world is multi-item scales, the kind in which the quality of the metric can be calculated as well at the attitude.  (That is the only kind I have been reviewing for the last 30 years and the only kind provided at this site.)  Examples of some newer mutlti-item, branding-related scales I have reviewed are featured here now.  Their names are Brand Concept Fluency, Brand Forgiveness, Brand Preference Compatibility With Partner, and Brand-to-Brand Fitness. These new scales now join approximately 270 other brand-related scales and 4,000 other measures vetted in consumer research and available in the Marketing Scales database.   

The Scales Database Reaches Another Milestone!

There are now over 4,200 scale reviews available in the database here at the site!  This growth is due to the work on new scales that began to be reviewed in the Spring following the publication of Volume 10.  Although it will be 2 years or more before the next volume is published, the new scales will be regularly added to the database.  At this point, the new reviews are focused on scales reported in articles published in 2018.  The point is that if you have not found something appropriate for your research needs in past searches of the database, please search again as more scales are added. 

Volume 10 Has Arrived!!!

It has been 30 years since work began on the first volume of the Marketing Scales Handbook series.  At that time, we did not know if the book would be accepted for publication, much less that it would become a series with many more volumes released over several decades.  Yet, here we are now; Volume 10 of the series is available!!!  As you can read in the book section of the site, this new volume contains reviews of 402 scales from articles published after the time period covered in the previous volume.