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Testimonial

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.
Krista Holt
Senior Director, Research & Design, Vital Findings

Attitude Toward the Manufacturer (Responsible)

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).