Brand Expansion Plausibility

What it measures

Four semantic differential items assess how believable, sensible, reasonable, and appropriate it is for an established brand to offer a new product variant prominently featuring a particular ingredient.

Response format

9-point semantic differential

Scale items

• less believable / more believable
• does not make any sense / makes a lot of sense
• very unreasonable / very reasonable
• very inappropriate / very appropriate

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

Usage notes & scoring

Developed by Desai and Keller (2002) as a pretest manipulation check. Alpha .95. Used to verify that ingredient-branding scenarios were credible prior to main studies.

Recommended companion scales

Citation

Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73–93.

Keywords