Fit (Brand/Endorser)

What it measures

A multiple-item semantic scale designed to measure the extent of perceived compatibility between the endorser of a product in an advertisement and the brand being featured.

Response format

7-point Likert scale

Scale items

• does not belong with / belongs with
• does not go together / goes together
• does not fit together / fits together

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

Citation

Bower, Amanda B. and Landreth Grau (2009), "Explicit Donations and Inferred Endorsements: Do Corporate Social Responsibility Initiatives Suggest a Nonprofit Organization Endorsement?" Journal of Advertising, 38 (3), 113-126.

Keywords