The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Brand Loyalty Proneness
The scale uses five, seven-point Likert-type items to assess a consumer's general tendency to buy the same brands over time rather than switching around to try other brands. The measure is not as specific as normally considered of "brand loyalty" where the tendency to purchase a particular brand is assessed rather than the propensity to be loyal in all sorts of purchases.
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