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