Fairness Quality (FQ): A Multiple-Item Scale for Assessing Firms’ Fairness

To encounter firms’ perceived unfair behavior, we develop a measure of fairness quality (FQ) to assess firms’ fairness. Using the means-end framework, we conceptualize, construct, and test the fQ scale over multiple stages of data collection. The final scale contains 21 items in four dimensions: transparency, associations, moderations, and process. The scale demonstrates good psychometric properties, passing all reliability and validity tests. The study extends existing research on fairness and provides marketers with a reliable instrument so that unfairness may be detected and managed systematically. To the best of our knowledge, we are first to create an FQ scale.