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.
legitimate
Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.
With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.
Four, seven-point Likert-type items measure to what degree a person believes that a social standard of a particular group of people makes sense and is of benefit to them. The norm is not stated in the items themselves and must be provided to participants some way.
Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one. A two- and a four-item version are provided.
A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”
