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consistency

Using three, seven-point Likert-type items, this scale measures a person's belief that the characteristics of a brand (its perceived benefits or concepts) are shared by a particular brand extension.  The scale can be used with an extension already on the market or with one in development.

A consumer's belief that a particular brand extension is consistent with and representative of a parent brand is measured using seven, seven-point Likert-type items.  The scale can be used with an extension already on the market or with one in development.

The scale measures a person's belief that a particular brand extension has a legitimate connection with the original.  The scale can be used with an extension already on the market or with one in development.  Three, seven-point Likert-type statements compose the scale.

Three, seven-point Likert-type items are used to measure a person's belief that a particular brand extension upholds and perpetuates the unique meaning of the brand.  The scale can be used with an extension already on the market or with one in development.

A person's inconsistent attitude toward an object is measured in this scale using five, seven-point Likert-type items.  Chang (2011) used various versions of the scale to measure two constructs: ambivalence toward "green" products and ambivalence toward buying "green" products.

The amount of similarity between one's self and a person in a story is measured in this scale using three, seven-point items.

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 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 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.