Scale Reviews

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The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!

Bob Moritz

Marshfield Clinic Research Foundation

Brand Improvement

With four, seven-point items, the scale measures how much better the most recent model of a brand is compared to previous models.

Key Words

quality, brand, improvement, comparison, superiority

Newest Scale Reviews

Affective Response to the Brand (Evoking Nature)

Three, seven-point Likert-type items measure the degree to which a consumer feels that a... read more »

Attachment to the Branded Product

The scale measures a consumer’s strong emotional bond with a particular branded good (not... read more »

Attitude Toward the Family Brand

How much a consumer has positive beliefs about the multiple products that share the same... read more »

Congruence (Self with Brand)

Three, seven-point items measure how much a consumer identifies with a brand and feels connected... read more »

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