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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

Purchase Norms (Sports Fans)

The scale is composed of four, seven-point semantic differentials measuring the attitude of a sports team fan of other fans regarding their approval of the purchase of a team sponsor's products.