A four-item, seven-point Likert-type scale measuring a consumer's overall attitude toward a brand extension — whether it is viewed positively, found appealing, and considered among the better options in the extension category. Item 2 is reverse-scored. Items were developed by drawing ideas from several prior brand extension evaluation studies. The scale was used across multiple studies in an investigation introducing brand extension authenticity (BEA) as a determinant of extension success, demonstrating that BEA — the degree to which an extension preserves the parent brand's heritage, essence, and standards — moderates consumer acceptance independently of the more commonly studied concept of brand-category fit.
7-point Likert (strongly disagree to strongly agree); item 2 is reverse-scored
Full scale items shown. Always cite the original source when using this scale in research.
This scale is the companion to ID 2182 (Puligadda et al., 2012), which uses a 3-item, 9-point format. Researchers can choose between the two depending on their preferred format and item count. Item 4 includes a comparative benchmark ('relative to other brands of category extension, this proposed extension is one of the best'), which may be more appropriate for well-developed extension categories where comparisons are meaningful. Validity was not formally assessed. Ideas for items were drawn from: Broniarczyk & Alba (1994, Journal of Marketing Research); McCarthy, Heath, & Milberg (2001, Marketing Letters); and Meyers-Levy, Louie, & Curran (1994, Journal of Applied Psychology).
Spiggle, S., Nguyen, H.T., & Caravella, M. (2012). More than fit: Brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.
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