A three-item likert scale designed to measure how difficult it was for a person to develop a concept of a particular product that was described with aspects of two other products or brands, e.
Jo, Myung-Soo (2007), “Should a Quality Sub-Brand Be Located Before or After the Parent Brand? An Application of Composite Concept Theory,” Journal of the Academy of Marketing Science, 35 (2), 184-196.
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