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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Self-Brand Signaling in Online Posting

Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.