Positioning Clarity

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a person views an organization as presenting a clear, understandable image of itself and what can be expected of it.

Response format

7-point Likert scale

Scale items

• clearly communicates what it stands for.
• has an image that is difficult to understand.(r)
• conveys a clear image in all its actions.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .94) was reported in the primary study.

Citation

Simmons, Carolyn J. and Karen L. Becker-Olsen (2006), “Achieving Marketing Objectives Through Social Sponsorships,” Journal of Marketing, 70 (4), 154-169.

Keywords