Family Brand Attitude

What it measures

Four items measure the overall attitude a consumer holds toward a family brand — that is, a brand name shared across multiple products. The scale captures beliefs about product quality, overall liking, reputation, and brand renown. Zheng, Baskin, and Dhar (2019) used it in Study 1 as a manipulation check, drawing on frameworks from Loken and John (1993) and Sood and Keller (2012).

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• _____ products are of high quality.
• I like _____ very much.
• _____ has very good reputation.
• _____ is a renowned brand.

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

Usage notes & scoring

Used as a manipulation check with successful manipulation, providing limited evidence of predictive validity. The blank in each item should be filled with the family brand name (e.g., Sony, Apple).

Citation

Zheng, X., Baskin, E., & Dhar, R. (2019). By-brand or by-category? The effect of display format on brand extension evaluation. Journal of Retailing, 95(3), 76–85.

Keywords