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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Brand Equity

The scale measures the relative value of a specified brand to a consumer compared to similar competing brands due to its name (above and beyond its features and quality).  It is composed of four, five-point Likert-type statements.