Dictionary
Advertising Research: Decoding Consumer Minds
An authoritative academic examination of advertising research, detailing its theoretical foundations, diagnostic methodologies, historical evolution,...
# Brand Equity
35 results
Scales
Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model
A comprehensive psychometric guide to the Antecedents of Consumer Brand Engagement and Brand Equity of...
September 27, 2026
•
Dr. Mohammed Looti
Scales
Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies–Model Questionnaire
The Antecedents and Consequences of Endorsers’ Participation in Marketing and Communication Strategies—Model Questionnaire is a...
September 27, 2026
•
Dr. Mohammed Looti
Scales
Brand-Nation Connection Scale
The Brand-Nation Connection Scale (He & Ge, 2023) is an 8-item psychometric instrument measuring the...
September 27, 2026
•
Dr. Mohammed Looti
Scales
Attitude Toward the Brand Extension Scale (ATBE-S)
The Attitude Toward the Brand Extension Scale (ATBE-S) is a four-item, seven-point psychometric measurement tool...
September 23, 2026
•
Dr. Mohammed Looti
Scales
Brand Personality Appeal (Favorability) (BPAF)
A psychometric profile of the Brand Personality Appeal (Favorability) (BPAF) scale developed by Freling, Crosno,...
September 23, 2026
•
Dr. Mohammed Looti
Scales
Disadvantaged Company (DISADV)
The Disadvantaged Company (DISADV) Scale is a 4-item psychometric measure assessing consumer perceptions of an...
September 23, 2026
•
Dr. Mohammed Looti
Scales
Brand Associations Contradiction (BASC)
Comprehensive academic guide to the Brand Associations Contradiction (BASC) scale developed by Rodas, Roedder John,...
September 23, 2026
•
Dr. Mohammed Looti
Scales
Brand Popularity
The Brand Popularity (BRPP) scale, developed by Zhou, Yang, and Hui (2010), is a 4-item...
September 18, 2026
•
Dr. Mohammed Looti
Scales
Attitude Toward the Sponsorship (ATSS2)
A comprehensive academic analysis of the Attitude Toward the Sponsorship (ATSS2) scale developed by Erik...
September 18, 2026
•
Dr. Mohammed Looti
Scales
Brand Personality Appeal Scale (BPA)
The Brand Personality Appeal Scale (BPA), developed by Freling, Crosno, and Henard (2011), measures consumer...
September 18, 2026
•
Dr. Mohammed Looti
Scales
Customer-Based Brand Competitiveness Scale (CBBC)
The Customer-Based Brand Competitiveness Scale (CBBC) is a 7-item psychometric instrument developed by Wangmo, Piehler,...
September 18, 2026
•
Dr. Mohammed Looti