Brand Partner Quality Trust

What it measures

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.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I can always count on __________ to do what's best.
• If __________ makes a mistake, it will try its best to make up for it.
• I know I can hold __________ accountable for its actions.
• __________ is reliable.
• Given my image of __________, letting me down would surprise me.
• A brand failure would be inconsistent with my expectations.

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

Usage notes & scoring

Alphas ranging from .86 to .91 across three time periods. No formal validity examination was reported. The name of the focal company or brand should be placed in the blanks. Suited to longitudinal brand relationship studies and brand transgression research.

Citation

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.

Keywords