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.

Response format

Likert (1–5 or 1–7, strongly disagree to strongly agree)

Scale items

• I trust this brand.
• I rely on this brand.
• This is an honest brand.
• This brand is safe to use.
• This brand has the ability to deliver on its promises.

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

Usage notes & scoring

Freely available — items widely reproduced in marketing literature. Score = mean of all items. Commonly used alongside brand affect and brand loyalty measures in structural equation models of brand performance. Distinguish from trust in company/organisation (corporate trust) which has a broader scope.

Recommended companion scales

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.

Keywords