Endorser and Product Fit in the Ad

What it measures

This scale measures how well a particular endorser and an advertised product are perceived to go together. Franke, Groeppel-Klein, and Müller (2023) used it in Study 2, referring to the construct as congruence, with 136 female participants at a German university; the authors selected one item from an existing endorser-congruence scale and appear to have created two more inspired by that work.

Response format

7-point scale (anchors not stated)

Scale items

• go well together.
• are compatible.
• are a good combination.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The scale's alpha was .85 (Franke, Groeppel-Klein, and Müller 2023, p. 533). Validity was not separately discussed. One item was drawn from Fleck, Korchia, and Le Roy (2012), with the remaining two items apparently inspired by that same source rather than adapted verbatim.

Citation

Franke, Claudia, Andrea Groeppel-Klein, and Katrin Müller (2023), "Consumers’ Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?" Journal of Advertising, 52 (4), 523-539.

Keywords