Confidence in the Company

What it measures

A three-item sentence-completion scale measuring a consumer's confidence in their ability to predict a company's future performance across key service and product dimensions — customer service quality, product performance, and new product development capability. Items are presented as completions to a stem asking about predictive confidence in the company and require the company's name to be inserted. The scale captures cognitive confidence in the company's reliability and capability as a trusted information source, particularly relevant in online brand community contexts.

Representative items

• After reading this content, how confident are you in your ability to predict [company]'s customer service?
• ...the performance of [company]'s products?

Citation

Adjei, Mavis T., Stephanie M. Noble, and Charles H. Noble (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653.