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.
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.
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