Company General Attitude

What it measures

The scale measures a person's overall positive attitude toward a company and its products, spanning positive word-of-mouth, long-term patronage intentions, perceived superiority over competitors, and general goodwill. Four items were originally developed in a service loyalty context and later used to test how flow experiences during online search shape consumer attitudes.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I say positive things about __________'s products to other people.
• I have a favorable attitude toward doing business with __________ over the next few years.
• To me, __________ is clearly the best company of its kind with which to do business.
• I believe this is a good company.

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

Usage notes & scoring

Developed by Gremler (1995) and used in adapted form by Mathwick and Rigdon (2004), who relabelled it attitude toward the brand. The citation above reflects the published use; the original dissertation is the primary source. Blanks should be replaced with the company name.

Citation

Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer Research, 31(September), 324–332.

Keywords