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Scale Reviews

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Testimonial

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

Brand Concept Fluency

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.