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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 Importance

Four, seven-point Likert-type items are used to measure the degree to which a person places so much importance on the brand that his/her decisions within a particular product category are limited to the just the preferred brands.