The scale measures the extent to which a viewer believes that the role played by a product in a show (TV, movie, play) was pertinent to the story line.
This scale uses three, seven-point Likert-type statements to measure a person's attitude regarding the degree to which a fit is perceived between one's service-related needs and use of the mobile medium to satisfy them.
Four Likert-type items are used to measure the degree to which a person believes that a product that is advertised within a video game is related in some way to the nature of the game. The items in the current version of the scale were developed for use with a racing game and will need to be modified somewhat for use with other types of games.
The seven item, seven-point semantic differential scale measures the degree to which a person views two entities as being congruent. In the case of Becker-Olson (2003), the scale was used to measure how well a company is representative of a certain industry. In contrast, Simmons and Becker-Olsen (2006) assessed the fit between a firm and a charitable cause.
Three semantic differentials are used to measure the extent of perceived compatibility between the endorser of a product in an advertisement and the brand being featured. With a different scale stem or instructions, the items seem to be amenable for measuring other types of fit, e.g., merger of two companies, a company's sponsorship of a particluar event/cause, co-branding of products, etc.
The scale is composed of seven, seven-point Likert-type statements that measure the perceived level of similarity and fit between brands from two different companies.
Three statements are used to measure the degree to which a consumer views the utility received from two different forms of a product to be greater than the utility of the best single form.
The scale is composed of three, seven-point items that measure the degree to which a person believes that a product is consistent with his/her values, experiences, and needs. While the scale was developed to be used with innovations, it appears to be amenable for use with a wide variety of goods and services, regardless of how innovative they are viewed as being.
This four item, nine-point scale measures a viewer's opinion regarding the use (placement) of branded products within the storyline of TV shows. Although stated with reference to TV shows, slight rephrasing of the items for use in similar entertainment contexts (movies, plays, music videos) can be made easily.
The degree of fit a person believes there to be between two objects is measured in this scale with three, seven-point semantic-differentials.
