{"id":12,"date":"2021-05-19T07:41:02","date_gmt":"2021-05-19T07:41:02","guid":{"rendered":"https:\/\/stephanesalgado.com\/index.php\/services\/"},"modified":"2024-11-01T14:01:15","modified_gmt":"2024-11-01T13:01:15","slug":"services","status":"publish","type":"page","link":"https:\/\/stephanesalgado.com\/index.php\/services\/","title":{"rendered":"Services"},"content":{"rendered":"\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Marketing Scales<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"weight,\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Brand Related Scales\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Familiarity<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

1. This brand is very familiar\/unfamiliar to me.
2. Everybody\/nobody here has heard of this brand.
3. I\u2019m not at all\/very knowledgeable about this brand.
4. I have never seen\/have seen many advertisements for it in (country) magazines, radio, or TV.<\/p>

Source: Steenkamp, Batra, and Alden (2003), JIBS (based on Oliver and Bearden [1985], JBR)<\/em><\/p><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Quality<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

1. This is a very well-made brand.
2. This brand shows a very high level of overall quality.
3. This brand has poor workmanship. (reversed)
4. This brand has consistent quality.<\/p>

Source: Zhou, Yang, and Hui (2010), JAMS (based on Sweeney and Soutar [2001], JR)<\/em><\/p><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Warmth<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

I think most people in\u00a0 (country) consider (brand)\u2026<\/p>

1. a warm brand.
2. a friendly brand.
3. a kind brand.
4. a good-natured brand.<\/p>

Source: Davvetas and Halkias (2018), IMR (adapted from Fiske, Cuddy, Glick, and Xu [2002], JPSP)<\/em><\/p><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Heritage<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

1. This brand has a long history.
2. This brand has been around for a long time.
3. My parents used this brand.<\/p>

Source: Lehmann, Keller, and Farley (2008), JIM<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tPerceived Brand Ethicality<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

1. (Brand) is a socially responsible brand.
2. (Brand) seems to make an effort to create new jobs.
3. (Brand) seems to be environmentally responsible.
4. (Brand) appears to support good causes.
5. (Brand) contributes to society.
6. (Brand) is more beneficial for the welfare of society than other brands.<\/p>

Source: Iglesias, Markovic, Singh, and Sierra (2019), JBE<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tGreen Brand Image<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t
  1. The brand is regarded as the best benchmark of environmental commitment.<\/li>
  2. The brand is professional about environmental reputation.<\/li>
  3. The brand is successful about environmental performance.<\/li>
  4. The brand is well established about environmental concern.<\/li>
  5. The brand is trustworthy about environmental promises. (Cretu & Brodie, 2007; Chen, 2010<\/em>)<\/li><\/ol><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t
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    \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Experience <\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

    Sensory Experience<\/em><\/p>\n

      \n
    1. This brand makes a strong impression on my visual sense or other senses.<\/li>\n
    2. I find this brand interesting in a sensory way.<\/li>\n
    3. This brand does not appeal to my senses.<\/li>\n<\/ol>\n

      Affective Experience<\/em><\/p>\n

        \n
      1. This brand induces feelings and sentiments.<\/li>\n
      2. I do not have strong emotions for this brand.<\/li>\n
      3. This brand is an emotional brand.<\/li>\n<\/ol>\n

        Behavioral Experience<\/em><\/p>\n

          \n
        1. I engage in physical actions and behaviors when I use this brand.<\/li>\n
        2. This brand results in bodily experiences.<\/li>\n
        3. This brand is not action oriented.<\/li>\n<\/ol>\n

          Intellectual Experience<\/em><\/p>\n

            \n
          1. I engage in a lot of thinking when I encounter this brand.<\/li>\n
          2. This brand does not make me think.<\/li>\n
          3. This brand stimulates my curiosity and problem solving.<\/li><\/ol>

            <\/div>
            source: (Brakus, Schmitt, & Zarantonello, 2009)
            <\/div>
              \n<\/ol><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t
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              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Heritage<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t
                \n
              1. X is a brand with tradition.<\/li>\n
              2. The brand X is characterized by its own history.<\/li>\n
              3. The promises of X are closely linked to its tradition.<\/li>\n
              4. The brand X is conscious of tradition.
                <\/li><\/ol>

                <\/div>
                (Fritz, Schoenmueller, & Bruhn, 2017<\/em>)<\/div>
                  \n<\/ol><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t
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                  \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t(Online Corporate) Brand Experience <\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                  Corporate visual identity\u00a0<\/em><\/p>

                  1. \u201cCorporate brand name\u201d makes a strong impression on my senses.<\/li>
                  2. \u201cSlogan\u201d of this corporate brand provides me an interesting sensory experience.<\/li>
                  3. \u201cCorporate brand logo\u201d of this organization induces my feelings and sentiments.<\/li>
                  4. I find \u201ccolor\u201d of this corporate brand appealing to my senses.<\/li><\/ol>

                    Emotional experience<\/p>

                    1. I feel \u201chappy\u201d when I do online transactions with this corporate brand.<\/li>
                    2. When I use this corporate brand, it provides me \u201cconfidence\u201d.<\/li>
                    3. Being a customer of this corporate brand, I feel \u201crelieved\u201d.<\/li>
                    4. Incomplete transaction\/system failure makes me \u201cworry\u201d.<\/li><\/ol>

                      Functionality<\/p>

                      1. Having \u201cskill\u201d supports in processing transaction.<\/li>
                      2. I find \u201cknowledge\u201d about the online process useful.<\/li>
                      3. I enjoy \u201cfreedom\u201d using this online banking website.<\/li>
                      4. I find it easy to \u201ccontrol\u201d my transactions with this corporate brand.<\/li>
                      5. This corporate brand offers \u201cinteractive\u201d online process.<\/li><\/ol>

                        Lifestyle<\/p>

                        1. Online transaction with this corporate brand has \u201csimplified my lifestyle\u201d.<\/li>
                        2. I find \u201ctime flexibility\u201d in managing my bank account with this corporate brand.<\/li>
                        3. It is interesting to use the service of this corporate brand \u201cat any place\u201d.<\/li><\/ol>

                          Corporate\/self-identity<\/p>

                          1. I \u201cfeel related\u201d with others who used the same corporate brand.<\/li>
                          2. I find using this corporate brand \u201cimportant in my life\u201d.<\/li>
                          3. Using this corporate brand offers me more \u201cprestige\u201d.<\/li><\/ol>

                            (Khan, Rahman, & Fatma, 2016<\/em>)<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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                            Consumer-related scales\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                            \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tConsumer Innovativeness<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                            1. When I see a product somewhat different from the usual, I check it out.
                            2. I am often among the first people to try a new product.
                            3. I like to try new and different things.<\/p>

                            Source: Ailawadi, Neslin, and Gedenk (2001), JM<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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                            \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tConsumer Authenticity Seeking<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                            Personal authenticity seeking<\/strong><\/p>

                            1. I like products that reflect important values I care about.
                            2. I prefer products and experiences that are in line with my real self.
                            3. I appreciate products and experiences that show me what is really important in life.
                            4. Being true to oneself is important when making purchases.<\/p>

                            True authenticity seeking<\/strong><\/p>

                            1. I prefer original products to copies or imitations.
                            2. I make an effort to use original and genuine products whenever possible.
                            3. I do not like to purchase imitations.
                            4. If I buy a product, it is important that I buy the original version.<\/p>

                            Iconic authenticity seeking<\/strong><\/p>

                            1. I prefer products that are close to the original products.
                            2. As long as the product resembles the original product, I am satisfied.
                            3. For me, experiences are authentic as long as they resemble the original one.<\/p>

                            Source: Bartsch, Zeugner-Roth, and Katsikeas (2022), JAMS<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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                            \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tNeed for Uniqueness<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                            Creative choice:<\/strong><\/p>

                            1. I often combine possessions in such a way that I create a personal image that cannot be duplicated.
                            2. I often try to find a more interesting version of run-of-the-mill products because I enjoy being original.
                            3. I actively seek to develop my personal uniqueness by buying special products or brands.
                            4. Having an eye for products that are interesting and unusual assists me in establishing a distinctive image.<\/p>

                            Unpopular choice:<\/strong><\/p>

                            1. When it comes to the products I buy and the situations in which I use them, I have broken customs and rules.
                            2. I have often violated the understood rules of my social group regarding what to buy or own.
                            3. I have often gone against the understood rules of my social group regarding when and how certain products are properly used.
                            4. I enjoy challenging the prevailing taste of people I know by buying something they would not seem to accept.<\/p>

                            Avoidance of similarity:<\/strong><\/p>

                            1. When a product I won becomes popular among the general population, I begin to use it less.
                            2. I often try to avoid products or brands that I know are bought by the general population.
                            3. As a rule, I dislike products or brands that are customarily bought by everyone.
                            4. The more commonplace a product or brand is among the general population, the less interested I am in buying it.<\/p>

                            Unique consumption behavior:<\/strong><\/p>

                            1. I have decorative walls in my house like brick stones, plaster walls, etc.
                            2. I have a wet bar in my kitchen.
                            3. I have a tattoo on my body.
                            4. I own a pure-bred cat, dog, or horse.
                            5. I own a unique collection (knives, stamps, coins, etc.)<\/p>

                            Source: Ruvio, Shoham, and Brencic (2008), IMR (based on\u00a0 Tian, Bearden, and Hunter [2001], JCR)<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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                            \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tRisk Aversion<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                            1. I tend to avoid talking to strangers.
                            2. I prefer a routine way of life to an unpredictable one full of change.
                            3. I would not describe myself as a risk-taker.
                            4. I do not like taking too many chances to avoid making a mistake.
                            5. I am very cautious about how I spend my money.
                            6. I am seldom the first person to try anything new.<\/p>

                            Source: Sharma (2010), JAMS<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

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                            \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tValue Consciousness<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                            1. I am very concerned about low prices, but I am equally concerned about product quality.
                            2. When shopping, I compare the prices of different brands to be sure I get the best value for my money.
                            3. When purchasing a product, I always try to maximize the quality I get for the money I spend.
                            4. When I buy products, I like to be sure that I am getting my money\u2019s worth.<\/p>

                            Source: Sharma (2011), JIBS (based on Lichtenstein, Netemeyer, and Burton [1990], JM)<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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                            Other measurement scales\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                            \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tPower Distance<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t
                            1. People in higher positions should not ask the opinions of people in lower positions too frequently.<\/li>
                            2. People in higher positions should avoid social interaction with people in lower positions.<\/li>
                            3. People in higher positions should not delegate important tasks to people in lower positions.<\/li>
                            4. People in lower positions should not disagree with decisions made by people in higher positions.<\/li>
                            5. People in higher positions should make most decisions without consulting people in lower positions.<\/li><\/ol>

                              source (You & Donthu, 2002)<\/em><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tAttitude toward the website<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              \u2012 Bad \/ Good.
                              \n\u2012 Unpleasant \/ Pleasant.
                              \n\u2012 Irritating \/ Not irritating.
                              \n\u2012 Dislike \/ Like.<\/p>

                              source: McMillan 2002
                              <\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tEnvironmental corporate social responsibility<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              \u2012 It is important for a company to perform in a manner that is consistent with protecting the environment.
                              \n\u2012 It is important for a company to comply with the various international, governmental, and local environmental regulations.
                              \n\u2012 It is important for a company to offer environmentally friendly products and services.
                              \n\u2012 It is important for a company to have an environmentally related mission.
                              \n\u2012 It is important for a company to make an all out effort to maintain and preserve the environment.<\/p>

                              source: Han et al. 2020
                              <\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tElectronic word-of-mouth (eWOM) intention<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              \u2012 Unlikely \/ Likely.
                              \u2012 Improbable \/ Probable.
                              \u2012 Impossible \/ Possible.<\/p>source: Sohn (2009)
                              <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tCustomer satisfction<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              \u2012 My choice to purchase this product was a wise one.
                              \n\u2012 I think that I did the right thing when I purchased this product.
                              \n\u2012 The product exactly meets my needs.<\/p>

                              source: Cronin et al. 2000
                              <\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

                              \n\t\t\t
                              \n\t\t\t\t\t\t
                              \n\t\t\t\t
                              \n\t\t\t\t\t

                              Category-related scales\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
                              \n\t\t\t\t
                              \n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tCategory Involvement<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. In general, I have a strong interest in this product category.
                              2. This product category is very important to me.
                              3. This product category matters to me a lot.<\/p>

                              Source: Flynn, Goldsmith, and Eastman (1996), JAMS (based on Beatty and Talpade [1994], JCR)<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tBrand Relevance in Category<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. When I purchase a product in the given category, the brand plays \u2013 compared to other things \u2013 an important role.
                              2. When purchasing, I focus mainly on the brand.
                              3. To me, it is important to purchase a brand name product.
                              4. The brand plays a significant role as to how satisfied I am with the product.<\/p>

                              Source: Fischer, V\u00f6lckner, and Sattler (2010), JMR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tSocial Demonstrance<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. To me, the brand is indeed important because I believe that other people judge me on the basis of it.
                              2. I purchase particular brands because I know that other people notice them.
                              3. I purchase particular brands because I have much in common with other buyers of that brand.
                              4. I pay attention to the brand because its buyers are just like me.<\/p>

                              Source: Fischer, V\u00f6lckner, and Sattler (2010), JMR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tHedonic Consumption Motivation<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. Not fun\/fun
                              2. Dull\/exciting
                              3. Not delightful\/delightful
                              4. Not thrilling\/thrilling
                              5. Unenjoyable\/enjoyable<\/p>

                              Source: Voss, Spangenberg, and Grohmann (2003), JMR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tUtilitarian Consumption Motivation<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. Effective\/ineffective
                              2. Helpful\/unhelpful
                              3. Functional\/not functional
                              4. Necessary\/unnecessary
                              5. Practical\/impractical<\/p>

                              Source: Voss, Spangenberg, and Grohmann (2003), JMR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

                              \n\t\t\t\t\t\t\t
                              <\/div>\n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t
                              \n\t\t\t
                              \n\t\t\t\t\t\t
                              \n\t\t\t\t
                              \n\t\t\t\t\t

                              Ad-related scales<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
                              \n\t\t\t\t
                              \n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tAd Trust<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              Information conveyed in advertising is\u2026<\/p>

                              Reliability<\/strong><\/p>

                              1. Honest
                              2. Truthful
                              3. Credible
                              4. Reliable
                              5. Dependable
                              6. Accurate
                              7. Factual
                              8. Complete
                              9. Clear<\/p>

                              Usefulness<\/strong><\/p>

                              10. Valuable
                              11. Good
                              12. Useful
                              13. Helps people make the best decisions<\/p>

                              Affect<\/strong><\/p>

                              14. Likable
                              15. Enjoyable
                              16. Positive<\/p>

                              Willingness to rely on<\/strong><\/p>

                              17. I am willing to rely on ad-conveyed information when making purchase-related decisions.
                              18. I am willing to make important purchase-related decisions based on ad-conveyed information.
                              19. I am willing to consider the ad-conveyed information when making purchase-related decisions.
                              20. I am willing to recommend the product or service that I have seen in ads to my friends or family.<\/p>

                              Source: Soh, Reid, and King (2009), JA<\/em><\/p><\/div><\/div>

                              adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tAttitude toward the Ad<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t
                              How would you best describe this advertisement?<\/h5>

                              1. Good\/bad
                              2. Like\/dislike
                              3. Interesting\/boring
                              4. Appealing\/unappealing<\/p>

                              Source: Reardon, Miller, Foubert, Vida, and Rybina (2006), JIM<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tSkepticism toward Advertising<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. We can depend on getting the truth in most advertising.
                              2. Advertising\u2019s aim is to inform the consumer.
                              3. I believe advertising is informative.
                              4. Advertising is generally truthful.
                              5. Advertising is a reliable source of information about the quality and performance of products.
                              6. Advertising is truth well told.
                              7. In general, advertising presents a true picture of the product being advertised.
                              8. I feel I\u2019ve been accurately informed after viewing most advertisements.
                              9. Most advertising provides consumers with essential information.<\/p>

                              Source: Obermiller and Spangenberg (1998), JCP<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tSource Credibility<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. Trustworthy\/not trustworthy
                              2. Open-minded\/not open-minded
                              3. Good\/bad
                              4. Expert\/not expert
                              5. Experienced\/not experienced
                              6. Trained\/untrained<\/p>

                              Source: Grewal, Gotlieb, and Marmorstein (1994), JCR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tEndorser-Brand Congruence<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. When I think of endorser as an endorser, brand is one of the first brands I think about.
                              2. The idea of endorser endorsing brand represents a very good fit.
                              3. I think endorser is a relevant endorser for brand.
                              4. I think endorser is an appropriate endorser for brand.<\/p>

                              Source: Sengupta, Goodstein, Boninger (1997), JCR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

                              \n\t\t\t
                              \n\t\t\t\t\t\t
                              \n\t\t\t\t
                              \n\t\t\t\t\t

                              Product-related scales\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
                              \n\t\t\t\t
                              \n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t\t\t
                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tPurchase Intention<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. It is very likely that I will buy (brand).
                              2. I will purchase (brand) the next time I need a (product).
                              3. I will definitely try (brand).
                              4. Suppose that a friend called you last night to get your advice in his\/her search for a (product). Would you recommend him\/her to buy a (product) from (brand)?<\/p>

                              Source: Putrevu and Lord (1994), JA<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tService Quality Reliability<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. Providing services as promised
                              2. Dependability in handling customers\u2019 service problems
                              3. Performing services right the first time
                              4. Providing services at the promised time
                              5. Maintaining error-free records<\/p>

                              Responsiveness<\/strong><\/p>

                              6. Keeping customers informed about when services will be performed
                              7. Prompt service to customers
                              8. Willingness to help customers
                              9. Readiness to respond to customers\u2019 requests<\/p>

                              Assurance<\/strong><\/p>

                              10. Employees who instill confidence in customers
                              11. Making customers feel safe in their transactions
                              12. Employees who are consistently courteous
                              13. Employees who have the knowledge to answer customer questions<\/p>

                              Empathy<\/strong><\/p>

                              14. Giving customers individual attention
                              15. Employees who deal with customers in a caring fashion
                              16. Having the customer\u2019s best interest at heart
                              17. Employees who understand the needs to their customers
                              18. Convenient business hours<\/p>

                              Tangibles<\/strong><\/p>

                              19. Modern equipment
                              20. Visually appealing facilities
                              21. Employees who have a neat, professional appearance
                              22. Visually appealing materials associated with the service<\/p>

                              Source: Parasuraman, Zeithaml, and Berry (1994), JR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tProduct Innovativeness<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. New to existing product
                              2. New to your customer
                              3. New to your market know-how
                              4. New to your technology know-how
                              5. New process technology in your industry
                              6. New product technology in your industry
                              7. First introduction into the market
                              8. Product explores new marketplace<\/p>

                              Source: Lau, Tang, and Yam (2010), JPIM<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tPerceived Ownership<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              1. I feel like this is my [object].
                              2. I feel a very high degree of personal ownership of [the object].
                              3. I feel like I own this [object].<\/p>

                              Source: Peck and Shu (2009), JCR (adapted from Pierce, Kostova, and Dirks [2001], AMR)<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

                              \n\t\t\t\t\t
                              \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\tCertainty of Product Performance<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t

                              Based on the information provided about this product\u2026<\/p>

                              1. how certain are you as to how well the product would function? (not at all certain\/very certain)
                              2. how well can you judge how the product would function? (hard for me to judge\/easy for me to judge)
                              3. I feel the product would probably not work properly\/work properly.\u00a0<\/p>

                              Source: Weathers, Sharma, and Wood (2007), JR<\/em><\/p><\/div><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                              Marketing Scales Brand Related Scales Brand Familiarity 1. This brand is very familiar\/unfamiliar to me.2. Everybody\/nobody here has heard of this brand.3. I\u2019m not at all\/very knowledgeable about this brand.4. I have never seen\/have seen many advertisements for it in (country) magazines, radio, or TV. Source: Steenkamp, Batra, and Alden (2003), JIBS (based on Oliver […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"disabled","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"enabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-12","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/pages\/12","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/comments?post=12"}],"version-history":[{"count":41,"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/pages\/12\/revisions"}],"predecessor-version":[{"id":2467,"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/pages\/12\/revisions\/2467"}],"wp:attachment":[{"href":"https:\/\/stephanesalgado.com\/index.php\/wp-json\/wp\/v2\/media?parent=12"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}