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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

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.