This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Quality of the Brand
Using three, ten-point items, the scale measures a customer’s evaluation of the quality of a brand's goods and/or services based on recent consumption experiences.
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