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Scale Reviews

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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Attitude Toward the Website (Quality Image)

The scale uses three statements to assess a person's attitude about a website, with the emphasis being on familiarity with the company that owns the site and the quality of what it does. The scale was called brand strength by Bart et al. (2005).