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Scale Reviews

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Testimonial

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.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Brand Popularity

A four-item, seven-point semantic differential is used to measure the degree of popularity that a specified brand is perceived to have. The scale was used by Mishra, Umesh, and Stem (1993) with reference to a ''decoy'' brand and was referred to as perceived decoy popularity.