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Scale Reviews

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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Fit (Brand with Charity)

Using three, seven-point uni-polar items, the scale measures how much a person believes one brand is closely related in some way to another brand.  In particular, the scale and its corresponding stem (question) were developed for use when comparing the fit between a brand associated with a product and a brand name associated with a charity.