A three-item, nine-point scale measuring a consumer's overall attitude toward a brand extension, capturing evaluative (good/bad), hedonic (likeability), and affective (pleasure) responses to the extension concept. The scale was used in Studies 5 and 6 of a multi-study investigation into individual differences in brand schematicity, a consumer predisposition to process information using brand schemas. The scale was administered four times across different brand extensions in Study 5, each time yielding alpha values within the .92–.96 range, demonstrating strong and consistent reliability across diverse extension stimuli. Each item uses a different nine-point response format with unique verbal anchors.
9-point scale with item-specific anchors (see items_full); anchors differ per item
Full scale items shown. Always cite the original source when using this scale in research.
This scale measures attitude toward the brand extension (the consumer's overall evaluative response) as distinct from brand extension fit scales in the database, which measure perceived similarity or logical congruence between the parent brand and extension: see Brand Extension Fit (General) — DelVecchio & Smith (ID 1159). The companion scale measuring attitude toward a brand extension with a different format and item set is ID 2183 (Spiggle, Nguyen, & Caravella, 2012). Each of the three items uses a distinct 9-point anchor pair: item 1: bad idea (1) to good idea (9); item 2: not at all likeable (1) to very likeable (9); item 3: not at all pleased (1) to very pleased (9). Only EFA was reported; no CFA or AVE data are available.
Puligadda, S., Ross, W.T., & Grewal, R. (2012). Individual differences in brand schematicity. Journal of Marketing Research, 49(1), 115-130.
Free access to 2455+ psychometric scales at PsychScales