Brand Trustworthiness and Promise-Keeping

What it measures

This scale measures how much a consumer believes a brand is honest, dependable, and delivers on what it promises. Bartsch, Zeugner-Roth, and Katsikeas (2022) used the credibility dimension of an established brand authenticity measure to help validate their consumer authenticity seeking (CAS) framework.

Response format

7-point scale (strongly disagree (1) to strongly agree (7))

Scale items

• a brand that will not betray you.
• a brand that accomplishes its value promise.
• an honest brand.

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

Usage notes & scoring

The scale was reliable (α = .88; Bartsch, Zeugner-Roth, and Katsikeas 2022, p. 306) among 766 U.S. MTurk respondents. It showed discriminant validity from the CAS dimensions and other measures in the study (AVE = .70). Note: the items are reused verbatim from the credibility dimension of Morhart et al.'s (2015) established Brand Authenticity scale, whose continuity and integrity dimensions are already catalogued in this database (IDs 2046, 2047); reliability here reflects the focal paper's own administration.

Citation

Bartsch, Fabian, Katharina Petra Zeugner-Roth, and Constantine Katsikeas (2022), "Consumer Authenticity Seeking: Conceptualization, Measurement, and Contingent Effects," Journal of the Academy of Marketing Science, 50 (2), 296-323.

Keywords

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• Brand Authenticity Scale2014 · 12 items
• Brand Fidelity to Founding Values2023 · 3 items
• Consumer-Brand Personal Identification2022 · 5 items
• Perceived Brand Manipulative Intent2023 · 3 items
• Corporate Hypocrisy2009 · 3 items