Scales
Perceived Ad Incongruence Scale (PAIS)
A psychometric review of the Perceived Ad Incongruence Scale (PAIS), examining its theoretical foundations in...
# Marketing Research
43 results
Scales
New Measure of Brand Personality (NMBP)
The New Measure of Brand Personality (NMBP) is a 12-item psychometrically refined scale assessing five...
September 11, 2026
•
Dr. Mohammed Looti
Scales
Public Opinion Toward Advertising Scale
The Public Opinion Toward Advertising Scale (POTA), developed by Pollay and Mittal (1993), is a...
September 11, 2026
•
Dr. Mohammed Looti
Scales
Intergenerational Communication and Influence on Consumption Scale (IGEN)
A comprehensive psychometric guide to the Intergenerational Communication and Influence on Consumption Scale (IGEN) developed...
September 7, 2026
•
Dr. Mohammed Looti
Scales
Omnichannel Integration Quality Scale (OIQS)
The Omnichannel Integration Quality Scale (OIQS) is a premier psychometric instrument measuring consumer perceptions of...
September 7, 2026
•
Dr. Mohammed Looti
Scales
SERVPERF
A comprehensive psychometric review of the SERVPERF scale developed by Cronin and Taylor (1992), detailing...
September 6, 2026
•
Dr. Mohammed Looti
Scales
Consumer Confusion Scale
A comprehensive academic guide to the Consumer Confusion Scale (CCS-Walsh), exploring its tripartite structure (Similarity,...
September 5, 2026
•
Dr. Mohammed Looti