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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensible 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

Attitude Toward the Brand (Celebrity Endorsement)

A person’s confidence in a brand that has been endorsed by a particular celebrity and willingness to buy the product is measured with three, six-point Likert-type items.