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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