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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

Measuring Brand Community Attitudes

We hear a lot about “community” when there is social unrest and members of the group express to the others and the media their concerns about something.  But, relationships with a large variety of other communities occur all the time, some large and some small, some well-known while others are little known outside the membership.  Among those that may be less familiar to the public at large are brand communities.  Because they exist, consumer scientists study them to better understand how they function.  In the process, multi-item scales are used to gather data because of their precision when measuring attitudes, emotions, values, and other psychological constructs that cannot be directly observed.  Some new scales of that type are featured here now and answer such questions as how much some members view others within the community to be socially superior, how connected a person is to a community, how similar a person feels to the members of a community, and how clear one’s role is in the community? These measures now join hundreds of other scales in the database that have been used by scholars in their research of social issues and their impact on consumer behavior.