Advertised Brand Manufacturer Trust

What it measures

Four items assess a consumer's trust, respect, and admiration for the company manufacturing an advertised product. Originally developed as a three-item scale, a fourth item (admiration) was added in later studies by the same author.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• Compared to other __________ brands, I hold the manufacturer of the advertised __________ in high regard.
• The company that makes the advertised __________ deserves my respect.
• I can trust the company that makes the advertised __________.
• I admire the advertised __________ company.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alpha of .83 (Dean 1999, n=185), .92 (Dean & Biswas 2001, n=229), and .90 (Dean & Biswas 2001, n=237). Blanks should be filled with the product category name. Dean (1999) used items 1–3; Dean and Biswas (2001) used items 1, 2, 4, and a variant of 3. Researchers should note which item subset they use and report accordingly.

Citation

Dean, D. H. (1999). Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes. Journal of Advertising, 28(3), 1–12.

Keywords