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brand

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. 

The scale uses four Likert-type items to measure the extent to which a consumer believes there is a uniform design of the brand across multiple touchpoints. 

How much a customer believes that multiple brand-owned touchpoints are responsive and adaptive to his/her specific needs, circumstances, and activities is measured using four Likert-type items.

With four Likert-type items, the scale measures how much a consumer considers multiple touchpoints as sharing a common brand theme.

The extent to which a person likes a particular brand based on his/her experience overtime with multiple touchpoints is measured with four, seven-point items. 

How much a person thought about a branded product while dealing with it in a game is measured using three, seven-point Likert-type items.  The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.