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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!
Bob Moritz
Marshfield Clinic Research Foundation

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.