A nine-item semantic differential scale capturing a consumer's overall evaluation of a named company across multiple affective and evaluative dimensions. Items span hedonic (pleasant/unpleasant), cognitive (wise/foolish, useful/useless), and general evaluative (good/bad, favourable/unfavourable) dimensions, yielding a comprehensive assessment of global company attitude. A blank in the scale stem allows researchers to specify the target company, making the scale adaptable across a wide range of organisational contexts.
Homer, Pamela M. (1995). Ad size as an indicator of perceived advertising clutter. Journal of Advertising, 24(2), 75–86.
Free access to 2023+ psychometric scales at PsychScales