Brand Extension Fit (Usage-Based)

Name: Brand Extension Fit (Usage-Based)
Published: 2001
License: https://psychometricscales.com/methodology.html

BEFUPerceived similarity between a core brand and an extension based on shared usage situations

3 items 2001 α .82 Free Martin, I. M., & Stewart, D. W.

What it measures

Three items assess how similar a core brand and a proposed brand extension are in terms of when and how they are used and whether they would be used together.

Response format

Response format not stated; likely 7-point

Scale items

How similar are __________ and __________ in terms of how/when they are used?
How likely are you to use __________ and __________ together?
How appropriate is it to use __________ to __________?

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

Usage notes & scoring

Based on measures by Chakravarti, MacInnis, and Nakamoto (1989). Alpha .82. Blanks in items should be replaced with the two brand/product names being compared.

Recommended companion scales

Brand Extension Fit (General)Brand Extension Fit (General) — DelVecchio & Smith

Citation

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.

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Keywords

#brandextension#usagefit#similarity#congruence#brandequity#complementarity

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