Attitude Toward the Company (Ethics and Liking)

What it measures

A three-item scale measuring a consumer's attitude toward a specific company across ethical perception, general liking, and fan identification dimensions. Items contain a blank for the company name.

Representative items

• How ethical do you think the _____ company is?
• Do you like the _____ company?
• Are you a fan of the _____ brand?

Citation

Woolley, Kaitlin and Marissa A. Sharif (2021). Incentives increase relative positivity of review content and enjoyment of review writing. Journal of Marketing Research, 58(3), 539–558.