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Scale Reviews

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The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta


The scale measures how much an organization is believed to be selfish and motivated by its own self-interest.  Two versions of the scale are presented and vary in terms of whether one organization is being described or if two organizations are being compared.  Most of the studies used the same eight items.

Four, seven-point items compose the scale and are used to measure how successful a company is expected to be in the future.

The scale uses three, seven-point Likert-type items to measure a consumer's belief that a particular marketer wants to make a profit at the expense of customers.

Using three, seven-point Likert-type items, this scale measures the belief that a particular brand extension is not diluting what is special about the brand for profit sake.  The scale can be used with an extension already on the market or with one in development.

Three semantic differentials are used to measure a person's attitude regarding a particular investment, with an emphasis on how "good" it is considered to be.

The scale is composed of three statements that measure a customer's opinion regarding the reason why a retailer offers a low-price guarantee. In particular, the scale measures the degree to which a consumer believes the low-price guarantee is offered in order serve its own financial interests rather than to be customer-oriented.

Five, seven-point items are used in this scale to measure a consumer's belief that a company is likely to be responsible and/or successful in a variety of ways such as employee welfare, environmental policies, and profitability. Biehal and Sheinin (2007) referred to the scale as corporate-derived beliefs.

Three, four-point statements are used to assess the degree to which a consumer views the managers at a specified company as acting appropriately if/when factory closings are being considered. As used in the study by Klein, Smith, and John (2004), the items appear to be scored such that high scores suggest a person believes it would be flagrantly offensive to close factories unnecessarily.

The Likert-type scale is composed of four, seven-point statements measuring the respondent's attitude about the role that advertising plays in the success of a business.