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Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

loyalty

The degree of loyalty a customer has to a particular agent, even if the agent moved to another company in the same industry, is measured with three, five-point items.

The three, seven-point Likert-type items in this scale measure the degree to which a person who has visited a place (unidentified in the items) is willing to visit it again if the same level of service is provided.  The scale appears to be amenable for use with hotels, restaurants, resorts, and a wide variety of other places people visit that provide some degree of service and which can affect one’s intention of returning to in the future.

A customer’s openness to contacting and interacting with a salesperson in the future whom he/she has interacted with in the past is measured with three, seven-point Likert-type items. 

The scale measures the degree to which a customer of a branded product or store engages in conspicuous behaviors that can be visually observed by others in order to communicate he/she is a customer of the brand.  Three, seven-point Likert-type items compose the scale. 

The scale uses Likert-type items to measure how much a person believes that he/she would not patronize (shop, return to, use) an establishment again in the future and, instead, go to a different one.  Two- and three-item versions are described.

Five, seven-point Likert-type items measure a consumer’s commitment to buy a particular brand in the future if it is available. 

The scale measures a customer’s intention to continue purchasing a specified good from the same specified retailer as was purchased from in the past.  Four, seven-point Likert-type items compose the scale.  The sentences are stated hypothetically but can be easily adapted for measuring actual repurchase intentions by replacing the word “would” in each sentence with “will.”

This seven-item, seven-point Likert-type scale measures a consumer’s strong emotional bond to a particular service provider.

This eight-item, seven-point Likert-type scale measures a consumer’s strong emotional bond with a particular branded good (not service).  Given the way the product is described in the items, the product needs to be something that can potentially be lost or broken.

Four, five-point Likert-type items measure a customer's attitude toward his/her current and future purchases of the brand.