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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

congruence

The link between two of one’s self-identities is measured with four, seven-point Likert-type items.  The particular identities referred to in the sentences are ideal and ought.  

Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.

The extent to which a person believes another individual is a peer and thinks like him/her is measured with three, 101-point items.

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. 

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.

The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.

How well two brands are considered to be compatible and a good fit for co-branding a product or event is measured with three questions and a 101-point response scale.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes an object or experience is closely associated with his/her identity.

The degree to which a person thinks that an object, such as a product, expresses his/her personal uniqueness is measured with three, seven-point Likert items.