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.
Spiggle, S., Nguyen, H.T., & Caravella, M. (2012). More than fit: Brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.
Free access to 2023+ psychometric scales at PsychScales