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 |