Measures a consumer's attitude toward a focal brand relative to a named referent brand within a specified product category. The scale captures comparative evaluation rather than absolute brand attitude, making it suitable for competitive positioning research and studies examining how advertising or brand characteristics influence relative preference. Used in research on brand innovativeness and advertising flexibility, where laptop brands served as the focal and referent stimuli.
9-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Source not identified by Barone and Jewell (2014); items are a simple adaptation of bipolar adjective pairs standard in consumer research. Alpha of .98 in both Studies 2 and 3. Validity not discussed. The scale stem requires three blanks: the referent brand, the focal brand, and the product category. Though used with laptops, the stem can be adapted for any brand or product category with appropriate pretesting. Distinct from absolute brand attitude scales -- captures relative standing, not standalone evaluation.
Barone, M.J., & Jewell, R.D. (2014). How brand innovativeness creates advertising flexibility. Journal of the Academy of Marketing Science, 42(3), 309-321.
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