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Scale Reviews

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I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

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.