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Vrije Universiteit University, Amsterdam

Attitude Toward Brands in a Product Class

This scale uses three, seven-point items to measure how a consumer feels about the brands as a group in a particular product category.  In other words, to what extent does a person have a good or bad attitude towards most of the brands in a product class.  Fischer, Völckner, and Sattler (2010) referred to the scale as brand likability