Marketing Scales By- Dr. Boonghee Yoo

Marketing Scales

Here are scales Boonghee Yoo co-authored:

Yoo, Donthu, and Lenartowicz’s (2011) CVSCALE

CVSCALE is a 26-item 5-dimensional scale of Cultural Values at the Individual Level (Measuring Geert Hofstedes’ culture dimensions at the individual level).

Yoo and Donthu’s (2001) SITEQUAL 

A 9-Item 4-dimensional scale of Perceived Quality of Internet Shopping Site

Yoo and Donthu’s (2001) Brand Equity Scale

A 10-item 3-dimensional scale of Multidimensional Brand Equity (MBE) and a 4-item scale of Overall Brand Equity (OBE)

Yoo and Lee’s (2009) Luxury Fashion Brand Counterfeits-Related Measures

Purchase Intention of Counterfeits (5 items), Purchase Intention of Originals (5 items), Positive Attitudes toward Buying Counterfeits by Economic Benefits (6 items), and Positive Attitudes toward Buying Counterfeits by Hedonic Benefits (5 items)

Thelen, Yoo, and Magnini ‘s (2011) OFFSERVSENT

A 26-item 5-dimensional scale of Consumer Sentiment toward Offshored Services

Source: Marketing Scales – Dr. Boonghee Yoo

New Scales Development: Flexible Payment Forms

Definition of Interpersonal Promotion: Flexible Payment Forms

Nakata and Weidner (2012) defined flexible payment forms as the degree to which methods of payment of a new product are consistent with a lifestyle of limited cash flow, very restricted incomes, and/or access to debt (e.g., payment in instalments).

Items
I have the flexibility to pay the charge of bKash in instalments.
I have the freedom to pay the charge of bKash, wherever is best for me.
 I am not able to pay the charge of bKash in instalments.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Atomised Distribution

Definition of Interpersonal Promotion: Atomised Distribution

Nakata and Weidner (2012) defined atomised distribution as channel arrangements that bring products as close to customers as possible.

Items
 I am satisfied with the distance  of the bKash agent’s shop is to my home.
I am satisfied with the distance of the bKash agent’s shop is to where I work.
The bKash agent’s shop is convenient as it is on route to my place of work.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Social Capital

Definition of Interpersonal Promotion: Social Capital

Nakata and Weidner (2012) defined social capital as trust, norms, and networks that can increase the proficiency of society by facilitating coordinated actions (i.e., BOP consumers heavily rely on social networks for information and tangible aid, and for learning from their neighbours what school to send their children to).

Items
I maintain close social relationships with some members in my community.
I spend a lot of time interacting with some members in my community.
 I know some members in my community on a personal level.
I have frequent communication with some members in my community.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Interpersonal Promotion

Definition of Interpersonal Promotion:

Nakata and Weidner (2012) defined interpersonal promotion as the degree to which a new product is promoted through personal ties.

I often hear good things about bKash from the people around me, including friends, family and people in my working place.
When I look at mobile banking service providers, people around me often recommend bKash for me to use.
In the past people around me have often recommended bKash for me to use.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Collective Needs

Definition of Collective Needs:

Nakata and Weidner (2012) defined collective needs as the degree to which group needs (e.g., needs of family, friends, neighbours) predominate in the case of adopting a new product.

Items
To satisfy the expectation of people in my working place, my decision to use bKash is influenced by their preferences.
My decision to use bKash is influenced by the preferences of people with whom I have social interaction.
My decision to use bKash is influenced by the preferences of family members.
 My decision to use bKash is influenced by the desire of others.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Assimilationist Culture

Definition of Assimilationist Culture:

Nakata and Weidner (2012) defined assimilationist culture as a culture within which BOP consumers want to perform a behaviour because the product originates in a dominant culture, where a dominant culture attests to wealth, modernity, and consumption, presents images of an idealised life of social acceptance and comfort.

Items
Affluent people who are important to me would support the idea of using bKash.
I think that those wealthy or modern people who are important to me would want me to use bKash.
Affluent or modern people whose opinions I value would prefer me to use bKash.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Adaptability

Definition of Adaptability:

Nakata and Weidner (2012) defined adaptability as the degree to which an innovation is usable for multiple purposes or is easily adaptable to the conditions of difficult and resource-poor environments (e.g., lack of electricity, lack of infrastructure etc.).

Items
bKash is usable for  multiple purposes ( e.g., Money transfer, buying and selling products, recharging mobile balance, etc.)
bKash is usable even when resources are lacking (e.g., even in remote villages, when electricity is not working, etc.).
bKash has the ability to provide consistent services even when  resources are lacking (e.g., even in remote villages, when electricity is not working, etc.)
bKash mobile banking fulfills multiple functional needs.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.

New Scales Development: Visual Comprehensibility

Definition of Visual Comprehensibility:

Nakata and Weidner (2012) defined visual comprehensibility as the degree to which an innovation is intuitively comprehended by BOP consumers (who have limited numeracy and literacy skill) through its design and packaging (e.g., colours, shapes, photos, physical package size, and other elements of product package).

Items
The colour, shapes, pictures, symbols (e.g.,  Pink coloured bird symbol to represent bKash) and other relevant elements of bKash help me to clarify how to use this service.
 Using bKash, I find myself thinking of the colour, shapes, pictures, symbols (e.g.,  Pink coloured bird symbol to represent bKash) and other relevant elements of bKash.
I find it easy to remember any colour, shapes, pictures, symbols (e.g.,  Pink coloured bird symbol to represent bKash) and other relevant elements of bKash.
I find the colours, shapes, pictures and symbols of bKash (e.g., pink coloured bird to represent bKash) help me to understand how to use bKash more than any written text associated with it.
Please Cite this Scale Source as
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing38(1), 61-80.