Brand Trust (Chaudhuri & Holbrook)
Marketing & SalesReliability: alpha 0.943 sample items
About this scale
A 4-item measure of consumer trust in a brand — confidence in the brand's reliability and intent.
Sample item(s)
“I trust this brand”
“I rely on this brand”
“This is an honest brand”
Reliability
Reported internal consistency: alpha 0.94. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Most cited brand-trust measure.
Source & citation
Chaudhuri, A., & Holbrook, M. B. (2001): The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, Vol. 65, No. 2, pp. 81–93.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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