Company-Industry Fit

What it measures

Seven semantic differential items assess how well a company is perceived to fit and represent the industry or sector in which it operates.

Response format

7-point semantic differential

Scale items

• similar / dissimilar
• consistent / inconsistent
• typical / atypical
• representative / unrepresentative
• complementary / not complementary
• low fit / high fit
• makes sense / does not make sense

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

Usage notes & scoring

Source not clearly attributed by Becker-Olson (2003); items parallel previous fit and credibility measures. Alpha .98. Applied to sponsored content contexts to verify sponsor-industry fit manipulations.

Recommended companion scales

Citation

Becker-Olson, K. L. (2003). And now, a word from our sponsor: A look at the effects of sponsored content and banner advertising. Journal of Advertising, 32(2), 17–32.

Keywords