Which of the following scaled-response formats is good for measuring store, company, or brand images because many marketing stimuli have meaning, mental associations, or connotations?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scales
E) image analysis

Question

Quizplus · Accepted Answer

The semantic differential scale is a good choice for measuring store, company, or brand images because it measures the connotative meaning of concepts, objects, events, and entities. It uses a series of bipolar adjectives, such as "high-quality" and "low-quality," to measure the respondent's attitude towards the stimulus. The scale is useful in measuring the emotional or affective dimensions of a concept or object.

Which of the Following Scaled-Response Formats Is Good for Measuring