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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

Loyalty Proneness (Stores & Brands)

This scale is intended to measure a shopping orientation that is characterized by loyalty toward brands and stores, with an emphasis on the former. The measure is composed of four, five-point Likert-type items and was referred to as habitual and brand-loyal shopping conscious by Shim and Gehrt (1996).