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.
Aaker, D.A., & Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.
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