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Table 1 Descriptive statistics and reliability: risk avoidance and brand variables

From: Brand relationships and risk: influence of risk avoidance and gender on brand consumption

Scale Mean SD Range Reliability (Cronbach Alpha)
Risk avoidance (3 items) 12.60 4.62 3–21 0.81
Brand trust (8 items) 42.71 8.48 23–56 0.89
Brand credibility (6 items) 32.93 6.14 18–42 0.87
Brand loyalty (4 items) 13.58 7.16 4–28 0.91
Brand choice overload (4 items) 15.80 6.18 4–28 0.86