The coherence of a brand's meaning and one's ease in understanding it is measured in this scale using five, seven-point items. The scale was referred to as perceived understanding by Lee and Shavitt (2009).
A person's belief that a certain business offers goods, services, and helpful purchase information that are not readily available elsewhere is measured using eight, seven-point Likert-type statements. Although the scale was developed for use with an online store, it appears to be amenable for use with brick-and-mortar retailers as well if they have websites.
