Brand and Product Category Attitude

What it measures

Six items measure favourability and liking for both a focal brand and its product category, with the first three targeting the brand and the last three targeting the category. Designed to measure both objects simultaneously within a single scale.

Response format

7-point scale (1=not at all favorable, 7=very favorable)

Scale items

• How favorable are __________? not at all favorable / very favorable
• How likable are __________? not at all likable / very likable
• How pleasing are __________? not at all pleasing / very pleasing
• How favorable is the category of __________? not at all favorable / very favorable
• How likable is the category of __________? not at all likable / very likable
• How pleasing is the category of __________? not at all pleasing / very pleasing

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

Usage notes & scoring

Adapted from Park, Milberg, and Lawson (1991) and Shavitt (1989). The scale was administered twice by Martin and Stewart (2001) — once for a core brand and once for a brand extension. The face validity of combining brand and category items into one composite is questionable; factor structure should be checked before treating as unidimensional.

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(November), 471–484.

Keywords