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Testimonial

I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Dr. Ingmar Leijen
Vrije Universiteit University, Amsterdam

Knowledge of a Product Category

The scale is composed of four, seven-point Likert-type items that measure a consumer's perceived knowledge of brands in a specified product category as well as the confidence to make purchase decisions and give advice to others about the product class.