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.
Puligadda, S., Ross, W.T., & Grewal, R. (2012). Individual differences in brand schematicity. Journal of Marketing Research, 49(1), 115-130.
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