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Testimonial

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

self-concept

The degree to which a consumer views a particular possession of his/hers as an extension of self is measured with six, seven-point Likert-like items. 

Seven, seven-point Likert-type items measure a person’s tendency to view one’s choices and behavior to be a strong indication of his/her personality.

Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.

With three, seven-point Likert-type items, the scale measures how much a person is concerned that a bad decision about a particular purchase could harm his/her self-concept.

Three, seven-point items measure the similarity between a consumer’s self-image and his/her idea of a “typical” user of a brand.

Three, seven-point items measure how much a consumer identifies with a brand and feels connected to it.

The degree to which one considers self to be fashionable and thinks others admire his/her stylishness is measured with three, five-point Likert items.

How much a person feels that he/she is different from other people is measured with three, seven-point Likert-type items.

Five, seven-point Likert-type items compose the scale and measure how much a person worries that some person or thing lessens his/her importance, job, and very existence.

With four, seven-point Likert-type items, the scale measures the extent to which a person views him/herself as self-reliant and unique.