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Testimonial

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

Attitude Toward the Brand

A three-item, five-point Likert-type summated ratings scale is used to measure a consumer's evaluation of a brand. The scale is appears to capture one's affect toward a brand and does not attempt to assess cognitions related to particular product characteristics. The scale was referred to as a measure of ''prior brand evaluation'' by Chattopadhyay and Basu (1990).