Attitude Toward the Brand (Capabilities)

What it measures

A three-item semantic differential scale measuring perceptions of a brand's functional breadth — specifically the degree to which a brand is viewed as performing many functions and offering numerous advantages. Items tap the multi-functionality dimension of brand evaluation, assessing whether a brand is seen as capable and versatile versus limited in its utility. Developed in research on feature-rich product design, the scale captures the benefits dimension of brand attitude rather than affective liking.

Representative items

• performs few functions / performs many functions
• has few advantages / has many advantages

Citation

Thompson, Debora V. and Michael I. Norton (2011). The social utility of feature creep. Journal of Marketing Research, 48(3), 555–565.