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.

Response format

7-point semantic differential

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Three reliability estimates across separate studies: α = .91 (Study 1), α = .85 (Study 3), and α = .70 (Study 4) — Thompson & Norton (2011). The Study 4 estimate falls below the .80 threshold; the scale appears more reliable when capability differences between brands are more salient. VALIDITY: Not reported. NOTE: Scale was developed for research comparing feature-rich versus simpler product/brand designs; researchers applying it in other branding contexts should consider whether the capability framing aligns with the brand category under study.

Citation

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

Keywords