Scales
Persuasiveness of the Ad (POTA)
A comprehensive psychometric overview of the Persuasiveness of the Ad (POTA) scale developed by Smith,...
Marketing Measurement
88 results
Scales
Loyalty (Willingness to Pay More) (LOY)
The Loyalty (Willingness to Pay More) (LOY) scale, developed by Tim Jones and Shirley F....
Scales
Internet Usage Riskiness
A comprehensive academic analysis of the Internet Usage Riskiness (IUR) scale, examining its theoretical foundations,...
Scales
Hotel Positioning Similarity (HPS)
A comprehensive psychometric guide to the Hotel Positioning Similarity (HPS) scale, exploring its theoretical basis...
Scales
Hotel Chain Beliefs (HCB)
The Hotel Chain Beliefs (HCB) scale is a 7-item psychometric measurement tool developed by Gabriel...
Scales
Fit (Brand/Endorser) (FIT)
A comprehensive academic analysis of the Fit (Brand/Endorser) (FIT) scale, a 3-item semantic differential psychometric...
Scales
Fit (Brand-Brand) (FIT)
A psychometric overview of the Fit (Brand-Brand) (FIT) scale, examining perceived compatibility, schema congruity, and...
Scales
Dissatisfaction with Mobile Advertisers (DWMA)
A comprehensive psychometric review of the Dissatisfaction with Mobile Advertisers (DWMA) construct, detailing theoretical roots,...
Scales
Comparison Intensity
The Comparison Intensity (CI) scale, developed by Cheris W.C. Chow and Chung-Leung Luk (2006), is...
Scales
Company-Related Beliefs (CRB)
A comprehensive psychometric analysis of the Company-Related Beliefs (CRB) scale developed by Gabriel J. Biehal...
Scales
Claim Verification Effort (Price-related) (CVE)
A comprehensive psychometric review of the Claim Verification Effort (Price-related) (CVE) scale developed by Krishnan,...
Scales
Cause-Related Marketing Motive Attributions (Egoistic) (CRMM)
A psychometric review of the Cause-Related Marketing Motive Attributions (Egoistic) (CRMM) scale developed by Ellen,...