Assesses how favourably a person evaluates a company in terms of its success, prestige, respectability, and admireability. Used as a manipulation check in product-harm crisis research to identify brands with high versus moderate reputations across both durable goods and fast-food categories.
7-point semantic differential (estimated)
Full scale items shown. Always cite the original source when using this scale in research.
Used as a manipulation check in Studies 2 and 3 by Xie & Keh (2016). Number of scale points not specified but inferred to be 7. Alphas ranged .89–.95 across different brands in pretests (toasters and fast-food chains). Not explicitly validated beyond predictive evidence from successful manipulations.
Xie, Y., & Keh, H.T. (2016). Taming the blame game: Using promotion programs to counter product-harm crises. Journal of Advertising, 45(2), 211–226.
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