Ethan lists bipolar adjectives about a brand using a 5-point scale.He selects words such as "boring and exciting" and "young and old." Respondents are asked to select the word that describes the brand and indicate to what degree.This method of measuring brand image is

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This method of measuring brand image is called semantic differential ratings. It involves using bipolar adjectives to measure respondents' perceptions of a brand on a 5-point scale.

Ethan Lists Bipolar Adjectives About a Brand Using a 5-Point