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Scale Reviews

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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

Brand Authenticity

The scale has three, seven-point Likert-type items that measure how much a consumer believes that a particular brand is always guided by the values it has been associated with over time.

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