Scale library · Marketing & branding

Brand trust, affect & loyalty: Chaudhuri & Holbrook (2001)

Chaudhuri and Holbrook (2001) proposed a chain of effects from brand trust and brand affect to brand loyalty and on to brand performance. Trust and affect both lead to purchase loyalty (repeat buying) and attitudinal loyalty (commitment, willingness to pay a premium); purchase loyalty relates to market share and attitudinal loyalty to relative price. The original data covered 107 brands from three surveys of consumers and brand managers. The scales are often used in theses on loyalty to cosmetics, coffee, phone and banking brands.

Cite the original, not the blog.

Model or scale: Brand Trust, Brand Affect & Brand Loyalty
Constructs: 4
Items: 11

Original English items

Items marked (R) are reverse-coded: recode them before computing reliability or scale scores. Replace bracketed placeholders such as [system] with the name of the system, brand or organization you study.

Brand Trust (BT, 4 items)

Code	Item wording	Reverse-coded
BT1	I trust this brand.	No
BT2	I rely on this brand.	No
BT3	This is an honest brand.	No
BT4	This brand is safe.	No

Brand Affect (BA, 3 items)

Code	Item wording	Reverse-coded
BA1	I feel good when I use this brand.	No
BA2	This brand makes me happy.	No
BA3	This brand gives me pleasure.	No

Purchase Loyalty (PL, 2 items)

Code	Item wording	Reverse-coded
PL1	I will buy this brand the next time I buy [product name].	No
PL2	I intend to keep purchasing this brand.	No

Attitudinal Loyalty (AL, 2 items)

Code	Item wording	Reverse-coded
AL1	I am committed to this brand.	No
AL2	I would be willing to pay a higher price for this brand over other brands.	No

Response scale

7-point Likert scale (1 = Very strongly disagree … 7 = Very strongly agree), as in the original article.

Licence and permission

The items are published in an academic article and widely used in research. Cite the original article; no permission is needed for non-commercial academic use.

Sources (APA 7)

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3

Vietnamese translation

A Vietnamese translation of every item, with sample-size advice and studies that used the scale, is on the Vietnamese page for this scale.

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