The CEBE operationalises Aaker and Keller's (1990) three-dimensional theory of brand extension fit into a validated multi-item scale, and adds a measure of perceived extension quality. Aaker and Keller proposed that consumer evaluations of brand extensions are determined by three types of perceived fit between the parent brand and the extension category, plus the perceived ability of the brand manufacturer to produce a high-quality extension product. Complement fit reflects the degree to which consumers view the extension and parent brand products as complements — products used together or as part of the same consumption experience. Substitute fit reflects the degree to which consumers view the extension and parent brand products as substitutes — products serving the same basic need or want. Transfer fit reflects the degree to which the skills, assets, and expertise underlying the parent brand can be transferred to produce a quality extension in the new category. Extension Quality captures consumer perceptions of whether the extending firm has the capability and motivation to produce a high-quality product in the extension category. Aaker and Keller (1990) found that Transfer and Complement fit dimensions, combined with parent brand quality, predict extension evaluations; Substitute fit had weaker and sometimes negative effects on extension attitude. This scale enables brand extension research to decompose fit into its theoretically distinct components and test their differential effects on extension attitude and purchase intention.
7-point Likert or semantic differential (1=low to 7=high); four subscales scored separately; subscales averaged; no composite total
Complement — FIT-C (3 items): degree to which the parent brand product and the extension product are viewed as complements — used together or as part of the same consumption occasion. 7-point Likert (1=strongly disagree to 7=strongly agree). Items averaged.
Substitute — FIT-S (3 items): degree to which the parent brand product and the extension product are viewed as substitutes — serving the same basic need or function. 7-point Likert. Items averaged.
Transfer — FIT-T (3 items): degree to which the skills, expertise, and assets of the parent brand manufacturer can be transferred to produce a quality product in the extension category. 7-point Likert. Items averaged.
Extension Quality — EQ (3 items): consumer expectation that the brand extension will be of high quality given the parent brand's reputation and manufacturer capability. 7-point Likert. Items averaged.
Full scale items shown. Always cite the original source when using this scale in research.
The three fit dimensions (Complement, Substitute, Transfer) are theoretically distinct and should be tested separately as predictors of extension evaluation; their relative importance varies by product category pair. Transfer fit is the most consistently positive predictor of extension quality judgements across product categories. Substitute fit can have a negative effect on extension quality if it implies that the extension is 'just' a cheaper or lower-end alternative. Substitute [brand name] and [extension product] placeholders throughout with the focal brand and extension category being studied. The CEBE should be supplemented with a measure of parent brand attitude/quality (e.g., single-item parent brand quality ratings) to fully model Aaker and Keller's framework.
Aaker, D.A., & Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.
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