This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Attitude Toward the Family Brand
How much a consumer has positive beliefs about the multiple products that share the same particular brand name is measured with four, seven-point Likert-type items.
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