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.
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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