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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

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.