The standard short battery linking brand trust and affect to purchase and attitudinal loyalty in the chain-of-effects model.
MarketingMarketing & Consumer BehaviorFree for research
At a glance
Construct measured
Brand trust, brand affect, and purchase/attitudinal loyalty
Developed by
Chaudhuri & Holbrook (2001)
Original publication
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
Attitudinal loyalty (2 items) — commitment and willingness to pay more
Reliability (commonly reported)
Scale alphas are commonly reported around .80–.95; the two-item loyalty scales rely on composite reliability evidence.
Validity evidence
Validated across large multi-brand samples with a hierarchical design (consumers nested in brands); the model shows trust and affect driving the two loyalty types, which in turn relate to market share and relative price — a nomological chain replicated in a large branding literature.
Populations & contexts
Consumers evaluating packaged goods and other product brands; adapted broadly to services, retailers and online brands.
Origin, translations & adaptations
United States. Adapted and translated worldwide in brand-relationship research.
Licensing & permission
Free for academic research (cite the source) The items are printed in the published article and are routinely adapted in academic research with citation. Contact the publisher for commercial use.
How to cite (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
Short versions & notable variants
Researchers frequently use only the brand-trust or loyalty scales; alternative brand-trust measures include Delgado-Ballester's Brand Trust Scale