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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Brand Extension Authenticity (Honoring Heritage)

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.