Endorser/Brand Fit
EBFWas referred to as relatedness by sengupta, goodstein, and boninger (1997)
5 items
2006
α .94
Free
Ellen, P. S., & Mohr, L. A.
What it measures
A multiple-item likert scale designed to measure was referred to as relatedness by sengupta, goodstein, and boninger (1997).
Response format
7-point scale
Scale items
- When I think of __________ as an endorser, __________ is one of the first products I think about.2
- The idea of __________ endorsing __________ represents a very good fit.
- I think __________ is a relevant endorser for __________.
- I think __________ is an appropriate endorser for __________.
- The first blank in each item should be filled in with the name of the endorser (e.g., Christie Brinkley), and the second blank should have the name of the product
Full scale items shown. Always cite the original source when using this scale in research.
Citation
Ellen, Pam Scholder, Deborah J. Webb, and Lois A. Mohr (2006), “Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs,” Journal of the Academy of Marketing Science, 34 (2), 147-157.