Attitude Toward the Brand (Trustworthiness)

ATTBThe degree to which a person believes that a brand will continue to deliver what it has promised

8 items 1998 α .89 Free Erdem, T., & Swait, J.

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.

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

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