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Scale Reviews

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Testimonial

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

Event-Product Congruence (Image)

The scale uses three, seven-point Likert-type sentences to assess a person's sense of the similarity between the images of an event and a specified brand that could be associated with it in some way, e.g., sponsorship.