Six seven-point Likert-type items measure trust in a brand as a dependable relationship partner. Items address the brand acting in the consumer's best interest, recovering from mistakes, accountability, reliability, and consistency with expectations. The scale was referred to as partner quality and was used longitudinally to track trust changes following brand transgressions.
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.
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