I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
ratings
The scale has three, nine-point items that measure how much a company’s ratings are as expected compared to those of other companies.
The extent to which a consumer believes there is a strong, positive connection between the price of something and its quality is measured using three, seven-point Likert-type items.
A three-item, eleven-point scale is used to provide an idea about the certainty with which a consumer perceives he/she has been able to accurately reflect his/her evaluation of a brand.
Three, seven-point items are used to measure the degree to which a person believes that another person (specified) has similar "taste" and judgment in evaluating a certain object.
Four, five-point Likert-type statements are used to assess the helpfulness of some product-related information in a brand rating task. It is assumed that the information has been provided to a respondent as part of a study and the concern is how relevant the respondent found the information to be in completing the product evaluation task.
