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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

Powerlessness with the Brand

A consumer’s belief that he/she does not have the ability to sway a brand and its employees toward his/her stance with regard to some issue or conflict is measured with four, seven-point Likert-type items.