Scales
Fit (Brand/Endorser) (FIT)
A comprehensive academic analysis of the Fit (Brand/Endorser) (FIT) scale, a 3-item semantic differential psychometric...
# brand congruence
3 results
Scales
Fit (Brand-Brand) (FIT)
A psychometric overview of the Fit (Brand-Brand) (FIT) scale, examining perceived compatibility, schema congruity, and...
Scales
Congruence (Self with Brand) (CON)
A psychometric review of the Congruence (Self with Brand) (CON) scale by Breivik and Thorbjørnsen...