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Testimonial

I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Tom Prinsen, Ph.D.
Global Manager Market Intelligence, Biomet Orthope

Attitude Toward the Brand (Trustworthiness)

This scale is composed of nine-point Likert-type items intended to measure the degree to which a person believes that a brand will continue to deliver what it has promised. The scale was referred to as brand credibility by Erdem, Swait, and Valenzuela (2006).