A three-item, seven-point Likert-type scale measuring a consumer's perception of the quality and reach of communications from a specific company. Items assess whether communications are informative about company matters, visible through frequent exposure, and believable. Developed by adapting item phrases from Kelly & Stephenson (1967) for a large cross-sectional study of 5,600 consumers across 30 German cities in which a focal retail chain operated. The scale was used as one component of a broader structural model examining reciprocal effects between corporate reputation and store equity. While developed in a retail context, the item phrasing is broad enough to apply to corporate communications of a PR or advertising nature more generally.
7-point Likert (strongly disagree to strongly agree; assumed); company name inserted in blanks
Full scale items shown. Always cite the original source when using this scale in research.
Item phrasing was adapted from Kelly & Stephenson (1967, Journal of Marketing, 31(4), 43-47). Company name should be inserted in the blanks in each item. Item 2 ('I frequently see corporate communication activities from _____') assesses exposure frequency rather than a pure attitudinal evaluation and may function more as a behavioural frequency measure in some analytical contexts. Convergent and discriminant validity were supported via CFA in a large-scale measurement model; AVE = .650. The study was conducted in Germany; survey language not stated. The scale is distinct from perceived ad quality or ad attitude scales and measures broader corporate communication credibility.
Swoboda, B., Berg, B., & Schramm-Klein, H. (2013). Reciprocal effects of the corporate reputation and store equity of retailers. Journal of Retailing, 89(4), 447-459.
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