The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
brand
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.
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.
