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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

New Measures of What People Think About Companies

Most companies in the free world care at least to some degree about what people think of them.  One of big topics studied by marketing scientists is the attitudes people have about a business, and a large part of those attitudes have to do with customer relationships.  To properly study these attitudes, scholars have used multi-item scales because they understand that using a single question in a survey to measure a latent construct such as an attitude tends to provide unreliable data which, in turn, leads to dubious conclusions.  New company-related topics are always coming up and new scales are developed to measure them.  As examples, four multi-item scales are featured now at MarketingScales.com.  Their names are Corporate Social Responsibility (Company’s Commitment), Empowerment (Customer with Company), Identification with the Company, and Power of the Company.  Besides joining the thousands of other measures available in the database here that have been used by scholars in their studies of consumer behavior, these four new scales are also included in the recently released Volume 11 of the Marketing Scales Handbook series.