Brand Name Appeal

What it measures

The scale assesses how attractive and fitting a brand name feels for the product it represents, using semantic-differential items spanning likability, appeal, and appropriateness. Originally created to pretest candidate brand names before use in ingredient-branding or brand-extension research, it gives a quick read on whether a name "works" independent of the product's other attributes.

Response format

9-point semantic differential

Scale items

• bad name / good name
• dislike the name / like the name
• unappealing name / appealing name
• less appropriate name / more appropriate name

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

Usage notes & scoring

Developed by Desai and Keller (2002) for pretest use; similarity to prior measures by Schmitt, Pan, and Tavassoli (1994) noted. Alpha .95. Nine-point response format.

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