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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

In-Shopping Preference

This is a Likert-type scale that measures a consumer's desire to loyally shop in the local community. The measure was called general retail patronage loyalty by Hozier and Stem (1985) and loyalty to local merchants by Noble, Griffith, and Adjei (2006).