Ethicality of the Brand

What it measures

This scale measures how much a person believes that a particular brand follows moral norms and is socially responsible. Septianto, Paramita, and Ye (2023), who referred to the construct as consumer perceived ethicality, used it in all four studies of their article; the scale was slightly adapted from Klink and Wu (2017), who had themselves adapted a measure from Brunk (2012).

Response format

7-point scale (1=not at all, 7=very much)

Scale items

• _____ respects moral norms.
• _____ is socially responsible.
• _____ is ethical.

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

Usage notes & scoring

Alphas ranged from .87 to .91 (Septianto, Paramita, and Ye 2023, pp. 184, 186). Validity was not discussed. Septianto, Paramita, and Ye (2023) used the scale with respect to a brand, but it could be used with a wide variety of entities and people. The name of the brand, person, or object should be placed in the blank.

Citation

Septianto, Felix, Widya Paramita, and Sheng Ye (2023), "What's in a (First) Name? Personalized Advertising Messages Enhance Consumer Perceived Ethicality," Journal of Advertising, 52 (2), 179-192.

Keywords