Trust in Brand

What it measures

Measures the degree to which consumers trust a brand to perform reliably and deliver on its promises. Chaudhuri and Holbrook's widely-cited scale captures trust across four dimensions of confidence: general reliability, dependability, honesty, and safety. Validated as part of a broader model linking brand trust and brand affect to purchase loyalty, attitudinal loyalty, market share, and price premium across 107 brands. One of the most cited instruments in the branding literature.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I trust this brand.
• I rely on this brand.
• This is an honest brand.
• This brand is safe.

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

Usage notes & scoring

Reported alpha coefficients range from .81 to .83 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Chaudhuri, Arjun and Morris B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65 (April), 81-93.

Keywords