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Scale Reviews

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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

Attachment to the Other Customers

The strength of the relationship and bond a customer has with other customers of a particular retailer is measured with six, seven-point Likert-type items.  To be clear, the scale is intended to measure attachment to the people who come to a location-specific establishment.  The scale does not measure attachment to the physical dimensions of the place, attachment to customers at all locations in a chain, or the general tendency to bond with other customers.