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Testimonial

Measuring is complex and critical for research in marketing, advertising, and consumer psychology. These books are excellent tools for researchers and professionals of those areas that need to find reliable and valid scales for their research. They have helped me save time and consider new constructs in my academic research.
Juan Fernando Tavera
University of Antioquia, COLOMBIA

extension

With four, nine-point Likert-type items, this scale measures a person’s belief that he/she has a clear idea of what a particular brand is about and where it is headed in terms of the types of products it will offer in the future.

With four items, this scale measures how similar a brand extension is to its parent brand and the appropriateness of launching it.

Three statements are used to measure how much a consumer believes that a set of products sharing a brand name are of high quality.

Three items are used to measure how much a consumer believes that a brand extension will be of better quality than most other brands.  The statements are phrased somewhat hypothetically because, as used by Sichtmann and Diamantopoulos (2013), the extensions were fictitious but the brands themselves were real and familiar.

Using four, seven-point Likert-type items, this scale measures how positive an attitude a person has toward a particular brand extension.  The scale can be used with an extension already on the market or with one in development.

The extent to which a person views two brands as being similar in image and usable together is measured with four statements.  The scale was created for use with clothing brands and two of the statements will need to be rephrased if used with products other than clothing.

Using three, five-point Likert-type items, the scale measures the degree to which a brand extension is similar to its parent brand in satisfying the same needs, being used in the same situations, and have common physical features.

The scale has three, five-point Likert-type items that measure the degree to which a brand extension is consistent with its parent brand, particularly in terms of image.

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.