Brand Trust Scale

What it measures

Measures the willingness of the average consumer to rely on the ability of a brand to perform its stated function. Brand trust captures both the reliability and integrity dimensions of consumer trust in a brand. Widely used in brand equity and loyalty research alongside brand affect and purchase intention measures.

Representative items

• I trust this brand.
• I rely on this brand.
• This is an honest brand.
• This brand is safe to use.
• This brand meets my expectations.

Citation

Chaudhuri, A., & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.