The scale is composed of three, seven-point Likert-type statements measuring the degree to which a consumer has a positive attitude toward the company that makes a product featured in an ad the consumer has been exposed to. The emphasis is on the company's status with regard to societal obligations, thus, the scale was called corporate citizenship by Dean (1999).
The scale is used to assess a person's attitude about the quality of manufactured products. Given the nature of the items, the scale would be most appropriate for goods that are the result of factory production rather than services or agricultural products.
The five-item, seven-point scale measures a person's attitude toward a company with an emphasis on the favorability of beliefs the person has about the company with regard to a range of business abilities. The scale was called company evaluation by Sen and Bhattacharya (2001).
These four items are intended to measure the credibility of a product's manufacturer and the confidence the manufacturer appears to have in the product being advertised.
