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University. 81 (Chang 2011). VALIDITY: Chang (2011) did not discuss the scale's validity. REFERENCES: Chang, Chingching (2011), "Feeling Ambivalent About Going Green," Journal of Advertising, 40 (4), 19-32. €€€ Green products are good for the environment. €€€ Green products cannot help slow the deterioration of the environment. €€€ Green products can effectively reduce pollution. € It may have been a seven- point agree/disagree scale. S. university. 79 (Chang 2011). VALIDITY: Chang (2011) did not discuss the scale's validity.

The format used by€Keh and Pang (2010) was not clearly described but appears to have also been seven- point, Likert- type. 20 KEYWORDS:€ PERSONALITY, SELF-CONCEPT, EMOTIONS, BRAND, ENGAGEMENT, CONGRUENCE SCALE NAME:€ Attachment to the Brand (Brand-Self Connection) SCALE DESCRIPTION: Five, 11-point items are used in this scale to measure the cognitive and emotional bonds between a brand and a consumer. SCALE ORIGIN: The scale was developed by Park et al. (2010). €They viewed brand attachment as having two critical components: brand-self connection and brand prominence.

REFERENCES: Bishop, Melissa M. and Mark Peterson (2010), "The Impact of Medium Context on Bilingual Consumers' Responses to Code-Switched Advertising," Journal of Advertising, 38 (3), 55-67. Luna, David, and Laura A. Peracchio (2005), "“Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion,” Journal of Consumer Research, 31 (4), 760–765. € These items were provided in the article by Bishop€and Peterson (2010) but may be short versions of what was actually used in the survey instrument.

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A Review of Marketing Mix: 4Ps or More? by Chai Lee Goi

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