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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Brand Extension Authenticity (Maintaining Standards & Style)

The extent to which a person believes a particular brand extension is consistent in its aesthetics and production quality with the parent brand is measured with three, seven-point Likert-type statements.  The scale can be used with an extension already on the market or one in development.