Quality of the Product (Absolute)

What it measures

A multiple-item likert scale designed to measure a person's assessment of a product's quality made without comparison to any referent product.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• The __________ described above has excellent quality.
• The __________ described above looks to be reliable and durable.
• The __________ described above will have fewer problems.
• The __________ described above has excellent quality features.
• The __________ described above will give me excellent driving experience.
• The generic name of the focal product should be placed in the blanks, e.g., car. The first five items were used in Study 1 with reference to cars. The first four

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Jo, Myung-Soo (2007), “Should a Quality Sub-Brand Be Located Before or After the Parent Brand? An Application of Composite Concept Theory,” Journal of the Academy of Marketing Science, 35 (2), 184-196.

Keywords