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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

Brand Bias (Domestic vs. Foreign)

The degree to which a person believes that brands made in his/her country are of higher quality and more associated with domestic consumption than foreign brands is measured with five, semantic-differentials.