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Scale Reviews

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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

Celebrity Endorser (Credibility)

The scale is composed of three, five-point items measuring the importance of certain attributes of a celebrity if he/she is to be used as an endorser in an ad. The attributes in this scale have to do with the celebrity's risk of being controversial and his/her trustworthiness.