Measures the degree to which a consumer believes a specific pair of jeans is durable and well made, based on four unipolar quality-attribute ratings. The scale captures expected rather than experienced quality, as judgements are made from information and visual presentation rather than from direct product use.
Full scale items shown. Always cite the original source when using this scale in research.
Used by Newman & Dhar (2014) in Experiments 1 and 2, where participants evaluated jeans after reading information about Levi Strauss & Co. and viewing a product image; the authors framed this as measuring 'expected quality' since no direct experience with the product was involved. The source of the items was not identified. Alphas = .98 (Experiment 1) and .95 (Experiment 2). Validity was not discussed. Items are single-word descriptors rated on a 9-point scale anchored at 'low' (1) and 'high' (9). Although developed in a jeans context, the items are generic enough that they could be adapted for other durable goods with relevant craftsmanship and material dimensions.
Newman, G.E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.
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