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Frequently, there аrises а need tо meаsure cоmplex marketing ideas that encоmpass multiple aspects. One such example is the concept of brand coolness, which is defined as the subjective positivity individuals associate with certain brands. These brands are considered autonomous in their alignment with mainstream trends and dynamic in their constant evolution. Given the multifaceted nature of this definition, when brands seek to gauge how consumers perceive their coolness, they employ surveys encompassing more than 20 different items, all of which are tied to the various facets of the coolness definition. For instance: "This brand is authentic" (1=Completely disagree, 7= Completely agree). "This brand is lively" (1=Completely disagree, 7= Completely agree). "This brand makes people who use it different from other people" (1=Completely disagree, 7= Completely agree). How do we call these ideas that we need to measure with multiple items to make sure that we are covering all the aspects in its definition: