Briana Anderson - Cornell University

Outcome Variables – Corporate Credibility and Endorser Credibility
Reliability scores for Scales
38
To test the reliability of the corporate credibility scale, a reliability test using
Cronbach’s alpha (α) was run for the nine variables. Because the alpha score was
sufficiently high a new variable “cocred” was create, which represented a sum of all
nine items (see Table 8).
Table 8
Alphas scores for Corporate Credibility Scale 10
Variable Alpha if item
deleted
Company Credibility1
Company Credibility 2
Company Credibility 3
Company Credibility 4
Company Credibility 5
Company Credibility 6
Company Credibility 7
Company Credibility 8
Company Credibility 9
Scale Mean
Scale SD
Scale α
.90
.91
.90
.91
.90
.91
.91
.90
.91
56.04
13.94
.9165
10 See “Method” section for questions relating to Company Credibility 1,2,3, etc.