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Testimonial

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.
Dr. Terry Childers
Iowa State University

interaction

How much a person believes he/she and a partner had a strong and happy interaction at a certain time in the past is measured with five, seven-point Likert-type items.  The time period is not specified in the items and should be stated in the instructions. 

Eight, seven-point items are used to measure the degree to which a customer believes his/her business relationship with a particular person is more communal vs. more exchange in nature.

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

Three, seven-point Likert-type items measure how much a person describes him/herself as talkative and gregarious.

Eight, five-point Likert-type items are used to measure how much a person has a one-sided “relationship” with a vlogger (video blogger) and thinks of that media personality as a friend.

Three semantic differentials are used to measure whether a customer has more of a communal relationship or an exchange relationship with a business or employee.  In the scale, a communal relationship is informal and like a family whereas an exchange relationship is formal and purely transactional.

With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.

This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).

The Likert scale has eight, five-point items that measure how much a person has had an experience in a virtual environment which allowed interaction with a simulated representation of a product.

The degree to which a person believes a particular website has interactive features which allow him/her to customize information is measured in this Likert scale with three, five-point items.