similarity
The degree to which a person believes that a particular ad is consistent with the type of ads usually run by a certain company is measured using three, five-point items.
Three, seven-point semantic differentials are used to assess how well two products are viewed as going together, particularly in their usage.
The degree of similarity a consumer believes there to be between two brands based on image and features is measured using five, nine-point statements.
The scale is composed of three statements attempting to assess a consumer's perception of the similarity of two products based on when/how they are used, such as a well-known core brand and a proposed extension.
The scale measures a person's opinion of the similarity or match between a certain company and a proposed product to be marketed by that 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 has seven, seven-point Likert-type statements that are used to measure the degree of fit a person perceives there to be between a certain company's current products and a potential new product.
The scale is composed of six statements attempting to assess a consumer's attitude toward a brand and the category of products it represents.
The four item scale measures the extent to which a customer believes that there are alternative providers of a service, they are all about the same, and there is no point in switching.
The scale is composed of four, seven-point statements used to measure the extent to which a viewer considers a commercial message to which he/she has been exposed to be like other commercial messages.
Four bi-polar adjectives are used to measure the degree to which a person perceives a stimulus to have a quality characteristic of a broader class of stimuli rather than one particular stimulus. Aggarwal and Law (2005) used the scale as a manipulation check to make sure two scenarios were similar in their levels of abstraction.