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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

Endorser-Consumer Similarity

Three, seven-point Likert-type items are used to measure the degree to which a person believes that an endorser is similar to him/herself.