parent brand-extension similarity

parent brand-extension similarity,

by asking subjects to indicate how similar they believed the extension product was to the other products affiliated with the Jasil brand in terms of the types of needs satisfied, situations in which the products are used, and physical features. Each item was measured on a 7-point scale (“Very dissimilar”-” Very similar”). An average of the three items was used as the measure of similarity (Dacin, Peter & Smith1994)

Source: The effect of brand portfolio characteristics on consumer evaluations of brand extensions, Dacin, Peter & Smith, Daniel, Journal of Marketing Research (1994) may 229-242