Six items assess a consumer's attitude toward both a specific brand and the broader product category it represents, structured as three parallel pairs of brand-level and category-level evaluations.
Response format not stated; likely 7-point
Full scale items shown. Always cite the original source when using this scale in research.
Based on measures by Park, Milberg, and Lawson (1991) and Shavitt (1989). Alphas .83 (core brand) reported by Martin and Stewart (2001) and replicated in Martin, Stewart, and Matta (2005). Items 1–3 refer to the brand; items 4–6 refer to the product category—blanks should be replaced accordingly. A seventh extracted item is instruction text, not a survey item.
Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(4), 471–484.
Free access to 2455+ psychometric scales at PsychScales