Attitude Toward the Brand of Beer (Affective)

ATTBA person’s hedonic and/or subjective assessment of a brand of beer

9 items 2006 α .88 Free Homer, P. M.

What it measures

A multiple-item likert scale designed to measure a person’s hedonic and/or subjective assessment of a brand of beer.

Homer, Pamela M. (2006), “Relationships Among Ad-Induced Affect, Beliefs, and Attitudes: Another Look,” Journal of Advertising, 35 (Spring), 35-51.

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