Website Company Quality Image

What it measures

Three items assess how familiar a user is with the company that owns a website, whether it is seen as a quality organisation, and whether brands advertised on the site are consistent with that quality perception. Originally labelled brand strength.

Response format

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

Scale items

• I am familiar with the company whose site this is.
• The site represents a quality company or organization.
• The quality of the brands being advertised on this site is consistent with the quality of the site's sponsoring company.

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

Usage notes & scoring

One of the Bart et al. (2005) website subscales. Note that item 1 ('I am familiar with the company') is a familiarity item rather than a quality item — this may introduce construct heterogeneity. Discriminant validity supported across subscales.

Recommended companion scales

Citation

Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.

Keywords