literature reference

Brand evaluation

I think the company brand is a good brand

Katja Gelbrich (2010) Liu et al. (2012).

I trust the company’s brand

If someone asked me to recommend, I would recommend the company brand

Enterprise evaluation

I think this is a trustworthy enterprise

Zeithaml (1996) Micael Dahlen (2006)

I think this is a responsible enterprise

I’d like to patronize the enterprise next time

Inference measurement

I infer that other employees have similar complaints

Porath (2010)

I infer that the entire enterprise has a similar employee complaint behavior

I infer that future contacts with the company will still encounter similar employee complaints