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Scale Reviews

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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

Loyalty to the Brand (Conative)

With three, seven-point Likert-type items, the scale measures the extent to which a consumer likes buying a particular brand and is motivated to buy it frequently in the next few months.