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Scale Reviews

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The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

Congruence (Self with Brand)

The scale is composed of seven Likert-type statements that are intended to measure the degree to which a consumer views there being a similarity and connection between him/her self-image and that of a particular brand.