Brand Promise Trustworthiness

What it measures

Five items measure the degree to which a consumer believes a brand consistently fulfils its promises, is believable in its claims, and does not misrepresent itself. Rooted in signalling theory, the scale treats brand credibility as reflecting accumulated consumer experience.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• This brand delivers what it promises.
• This brand's product claims are believable.
• Over time, my experiences with this brand have led me to expect it to keep its promises, no more and no less.
• This brand has a name you can trust.
• This brand doesn't pretend to be something it isn't.

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

Usage notes & scoring

Items developed initially for Erdem and Swait (1998) and carried forward with minor modifications to their 2004 study. Note the 9-point (not 7-point) Likert format. No explicit validity assessment reported in the 2004 paper, though the authors argue face validity from item content.

Citation

Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(June), 191–198.

Keywords