As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Attitude Toward the Company’s Altruism (Positive)
The degree to which a person believes that a particular organization cares about its customers and is helpful is measured with this five-point scale. A two and a four item version are discussed. While the scale was made for use in the hospitality industry, it could be easily used with many other businesses as well. With a minor change in one of the items, the scale could be used with non-businesses as well.
Key Words