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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

Event-Product Congruence (Functional)

This three-item, seven-point Likert-type scale attempts to assess a person's sense of the extent to which a certain brand is used by participant's in a specific event.