A three-item, seven-point semantic differential is used to measure a person's attitude about the appropriateness of a certain product/brand being marketed by a certain company. As used by Keller and Aaker (1992), the scenario focused the respondent's attention on a proposed brand extension apparently being considered by the company. The scale seems to be amenable for use in a variety of situations in which the fit between the product and the marketer (manufacturer, retailer, or other channel member) is of interest.
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).
The scale is composed of six statements attempting to assess a consumer's attitude toward a brand and the category of products it represents.
Four, seven-point semantic differentials are used to measure one's opinion of the degree to which a new brand by a company is consistent with the image of other products by the company with the same name. The scale was called discrepancy index by Ahluwalia and Gurhan-Canli (2000).
The scale is composed of five, seven-point statements that assess the appropriateness of a new product being introduced by a company to carry the same brand name as a previous product by the company.
Four bipolar adjectives are used to measure a person's attitude toward the appropriateness of a particular established product being used for some (specified) new and different purpose.
