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Trust in Brand

TIBTrust in Brand
4 items 2001 α .83 Free Chaudhuri, A., & Holbrook, M. B.

What it measures

A four-item scale measuring trust in brand.

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.

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