Fit (Brand-Brand)
FITThe perceived level of similarity and fit between brands from two different companies
7 items
1990
α .91
Free
Aaker, D. A., & Keller, K. L.
What it measures
A seven-item likert scale designed to measure the perceived level of similarity and fit between brands from two different companies.
Response format
7-point Likert (1=strongly disagree, 7=strongly agree)
Scale items
- BRAND A and Brand B products are similar to each other.
- BRAND A and Brand B products are used together in certain usage situations.
- The people, facilities, and skills used in developing, refining and making BRAND A products will be helpful in
- BRAND A and Brand B have similar images.
- BRAND A and Brand B products have similar features.
- BRAND A and Brand B products have similar pricing.
- The quality of BRAND A and Brand B products are similar.
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Internal consistency (alpha = .911) was reported in the primary study.
Citation
Aaker, David A. and Kevin L. Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54 (January), 27-41.