Attitude Toward the Brand (Trustworthiness)

What it measures

A multiple-item likert scale designed to measure the degree to which a person believes that a brand will continue to deliver what it has promised.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• This brand delivers what it promises.
• This brand’s product claims are believable.
• Over time, my experiences with this brand have led me to expect it to keep its promises, no more and no
• This brand has a name you can trust.
• This brand doesn’t pretend to be something it isn’t.
• This brand is committed to delivering on its claims, no more and no less.
• This brand has the ability to deliver what it promises.
• Erdem and Swait (2004) used the first five items. Erdem, Swait, and Valenzuela (2006) used all of the items except for #5.

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

Usage notes & scoring

Internal consistency (alpha = .89) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Erdem, Tulin and Joffre Swait (1998), “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7 (April), 131-157.

Keywords