Brand Extension Fit (General) — DelVecchio & Smith

What it measures

Seven items assess the degree to which a consumer perceives that a proposed brand extension product is similar to the parent brand's existing products across multiple dimensions—needs, usage situations, required skills, physical features, and overall fit.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• __________ are similar to other _____ products in terms of the needs they satisfy.
• __________ are similar to other _____ products in terms of the needs situations in which they are used.
• __________ are similar to other _____ products in terms of the skills needed to use them.
• __________ are similar to other _____ products in terms of their physical features.
• There is a good fit between _____ and __________.
• It is logical for _____ to make __________.
• It is appropriate for _____ to make __________.

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

Usage notes & scoring

Draws on items from Smith and Park (1992) and Keller and Aaker (1992). Alpha .911. Blanks should be replaced with the extension product and parent brand name respectively.

Recommended companion scales

Citation

DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums: The effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2), 184–196.

Keywords