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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Brand Extension Fit

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.