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Scale Reviews

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Testimonial

The Marketing Scales Handbook is indispensible 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 Globalness

This three item, seven-point semantic-differential scale measures how much a person views a brand as being sold around the world or, at the other extreme, only being consumed in a particular country or region.