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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

brand

Six, seven-point Likert-type items measure how much a consumer believes that a particular brand engages in activities that disrespect customers and takes advantage of them.

Four, seven-point Likert-type items measure the degree to which a particular brand reminds a person of his/her youth.

How much a person believed a brand's message to be genuine and that it expressed concern about consumers is measured with five, seven-point Likert-type items.

With four, seven-point Likert-type items, this scale measures a person’s belief that a particular brand has the ability to exert influence on society.

The scale is composed of six items meant to measure a person’s motivation to process
information from an advertisement at the time of brand choice.

The extent to which a brand is viewed as authentic and credible is measured with three, nine-point uni-polar items. 

Four, seven-point items measure how much a person believes that a branded product gives owners a feeling of superiority and higher status compared to other customers who do have the product.

How much a person considers a brand or business name to have characteristics typified by formality and authoritativeness is measured with three, nine-point uni-polar items.

The extent to which a consumer wants to be a special user of a brand with a higher status than other users is measured with three, seven-point Likert-type items.

The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand.  Three, seven-point Likert-type items compose the scale.