Brand trust and brand loyalty questionnaire template

Brand loyalty (cosmetics, fashion, beverages, phones) is a frequently chosen marketing topic. The model of Chaudhuri and Holbrook (2001) separates brand trust from brand affect, and separates repurchase loyalty from attitudinal loyalty.

Research model

Model following Chaudhuri and Holbrook (2001): brand trust and brand affect together influence behavioral loyalty (repurchase) and attitudinal loyalty.

• Brand Trust → Purchase Loyalty (positive)
• Brand Trust → Attitudinal Loyalty (positive)
• Brand Affect → Purchase Loyalty (positive)
• Brand Affect → Attitudinal Loyalty (positive)

Questionnaire items

Original English wording. Answered on a 5-point Likert scale (1 = Strongly disagree … 5 = Strongly agree) unless the scale page says otherwise; (R) marks a reverse-coded item.

Brand Trust (BT) · Brand trust, affect & loyalty

Code	Item
BT1	I trust this brand.
BT2	I rely on this brand.
BT3	This is an honest brand.
BT4	This brand is safe.

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

Brand Affect (BA) · Brand trust, affect & loyalty

Code	Item
BA1	I feel good when I use this brand.
BA2	This brand makes me happy.
BA3	This brand gives me pleasure.

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

Purchase Loyalty (PL) · Brand trust, affect & loyalty

Code	Item
PL1	I will buy this brand the next time I buy [product name].
PL2	I intend to keep purchasing this brand.

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

Attitudinal Loyalty (AL) · Brand trust, affect & loyalty

Code	Item
AL1	I am committed to this brand.
AL2	I would be willing to pay a higher price for this brand over other brands.

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

Tips

• Behavioral and attitudinal loyalty have only 2 items per construct; additionally report composite reliability and explain this limitation.
• Item PL1 asks about the product category, not the brand: replace 'this type of product' with a specific category, for example 'shampoo' or 'facial cleanser'.
• Choose one specific brand and survey only people who have bought it, because the questions assume the respondent has used the brand.
• You can add an outcome variable such as willingness to pay a higher price if the literature supports it.

Work out the minimum sample size for this model; once the data are in, clean the responses and run the survey data analysis for your results chapter.

Studies that used this model

• Nguyen, Dang, Nguyen, Nguyen, Kim and Nguyen (2020). Exploring brand loyalty toward traditional confectioneries in an emerging market. Entrepreneurship and Sustainability Issues, 8(1), 60–72. Sample: 310 buyers of traditional confectionery; brand affect measured with the items of Chaudhuri and Holbrook (2001), without brand trust. Reliability: α 0.804-0.867 (Table 3).
• Nguyen, Le, Truong, Truong and Vu (2023). The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics, 35(6), 1494–1512. Sample: 1,133 Gen Z respondents; brand trust and brand attitude → loyalty. Reliability: .

Collecting responses

If your own network cannot reach the target respondents, you can pay for verified responses through Genius Data (referral link, we may earn a commission), paying only for approved responses.