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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

Brand Agency

With four, seven-point Likert-type items, this scale measures a person’s belief that a particular brand has the ability to exert influence on society.