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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Attitude Toward the Sports Team

The scale uses eight, seven-point Likert-type items to measure a fan’s attitude about a particular sports team.  The emphasis is on the team’s high standards and its efforts to please loyal fans.