Scales

Endorser Similarity (ES)

A comprehensive academic analysis of the Endorser Similarity (ES) scale developed by Lawrence Feick and...

September 17, 2026 • Dr. Mohammed Looti
Scales

Interest in the Ad Vehicle (INTADV)

The Interest in the Ad Vehicle (INTADV) scale is a 3-item psychometric measure created by...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Element Congruence (ADECONG)

The Ad Element Congruence (ADECONG) scale is a 5-item psychometric measurement tool developed by Susan...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Product Behavioural Intention (ADPBI)

A comprehensive academic psychometric profile of the Ad Product Behavioural Intention (ADPBI) scale developed by...

September 16, 2026 • Dr. Mohammed Looti
Scales

Brand Behavioural Intention

A psychometric review of the Brand Behavioural Intention (BBI) scale developed by Krishnamurthy & Sivaraman...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Humor Perception (Unipolar) (AHPUP)

A comprehensive academic and psychometric overview of the Ad Humor Perception (Unipolar) (AHPUP) scale developed...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Entertainingness (ADENT)

Comprehensive academic profile of the Ad Entertainingness (ADENT) scale, developed by Edwards, Li, and Lee...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad-Evoked Positive Mood (AEPM)

The Ad-Evoked Positive Mood (AEPM) scale is an academic psychometric tool developed by Rohini Ahluwalia...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad Hedonic Affect Evaluation (AHAE)

Comprehensive academic overview of the Ad Hedonic Affect Evaluation (AHAE) scale developed by Youjae Yi...

September 16, 2026 • Dr. Mohammed Looti