The Marketing Scales website is a gold mine of information. It is the only source that helps me understand the psychometric quality of the instruments used in past research. I recommend that researchers bookmark this site . . . they will be back!
congruence
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.
The degree to which a sponsoring entity and a sponsee are viewed as fitting together well is measured with three, seven-point semantic differentials. (A sponsee is the entity being sponsored, such as an event, an organization, or a cause.)
How much a person feels close to and identifies with other customers of a particular company is measured with four, five-point items.
