Brand Similarity

What it measures

Five semantic differential items assess the degree of similarity between two brands on overall image, brand attributes, and target consumers.

Response format

9-point semantic differential

Scale items

• The overall images of __________ and __________ are likely to be: very different / very similar
• The brand images of __________ and __________ are likely to be: very different / very similar
• The attributes characterizing these two brands are likely to be: very different / very similar
• The consumers of __________ and __________ are likely to be: very different / very similar
• If you were to describe these two brands to someone, your descriptions are likely to be: very different / very similar

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

Usage notes & scoring

Developed by Desai and Keller (2002) as a pretest manipulation check. Alpha .92. Items are presented as bipolar anchors for the stated dimensions—both poles are implied but not stated in the handbook entry; researchers should confirm the full wording in the original article. Blanks should be replaced with the two brand names.

Recommended companion scales

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