The scale uses three items to measure the degree to which a consumer believes that a brand is a symbol of the person he/she wants to be.
The degree to which an object is perceived to be representative of a category of objects is measured in this scale with semantic differentials. A three-item, 11-point version of the scale was used by both Loken and Ward (1990) and Ward, Bitner, and Barnes (1992). Loken and John (1993) used a four-item, seven-point version of the scale.
The scale is composed of forty-two, six-point Likert-type statements that assess the extent to which a person expresses a need for definite answers rather than ambiguity.
Three Likert-type statements with a seven-point response format are used to assess a consumer's desire to patronize just one retailer within a certain product category. This is in contrast to being a regular customer simply out of routine.
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 has three, seven-point semantic differentials that are intended to measure the degree to which a person believes that the parts of a particular stimulus fit together well.
This scale uses three, seven-point Likert-type statements to measure the level of psychological commitment a consumer has to shopping at a certain store or a chain of stores.
The scale uses five, seven-point Likert-type items to assess a consumer's general tendency to buy the same brands over time rather than switching around to try other brands. The measure is not as specific as normally considered of "brand loyalty" where the tendency to purchase a particular brand is assessed rather than the propensity to be loyal in all sorts of purchases.
The scale is composed of three statements attempting to assess a consumer's belief of how well a brand can achieve a certain goal. The scale was called goodness-of-fit by Martin and Stewart (2001; Martin, Stewart, and Matta 2005).
