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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 Sponsorship

The scale is composed of three, seven-point Likert type statements measuring a person's attitude about the effect of a company's support for a particular event on one's attitude toward that company. The emphasis is on the degree to which sponsorship could improve one's opinion of the sponsor. The events examined by Speed and Thompson (2000) were related to sports.