The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
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.
Key Words