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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 degree to which a person identifies with a brand by viewing it as fitting one's personality and lifestyle is measured using five, seven-point Likert-type statements. The scale was called brand equity by Johnson, Herrmann, and Huber (2006).