Development and Validation of a Brand Trust Scale (original) (raw)
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DEVELOPMENT AND VALIDATION OF BRAND TRUST SCALE
To enrich the limited and recent work existing about relational phenomena in the consumer-brand domain, the authors focus on the concept of Brand Trust. The nonexistence of a wider accepted measure of this concept is surprising due to the fact that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship and, (2) it is the most important attribute any brand can own. In this context, this article reports the results of a multistep study to develop and validate a multidimensional brand trust scale drawn from the conceptualizations of trust in other academic fields. Multistep psychometric tests demonstrate that the new brand trust scale is reliable and valid. 4 The ultimate goal of marketing is to generate an intense bond between the consumer and the brand, and the main ingredient of this bond is trust (Hiscock 2001 p.1).
Proposal for a multidimensional brand trust scale
32nd EMAC Conference2glasgow …, 2003
This article proposes a definition of the trust-concept as three dimensional (credibility, integrity and benevolence). A specific 8-items scale is then tested on two samples (300 and 937 consumers). Usual validation indicators indicate its quality. Results show a strong positive relationship between trust and consumer-commitment.
Test of a consumer-brand relationship model including trust and three consequences
Thirtieth International Research Seminar in …, 2003
This paper will test a consumer-brand relationship model based on the relationship between trust, considered as a three-dimensional construct, and several consequences: commitment, brand extension acceptability, and the acceptability of temporary deficiency. The test was conducted on a population of 389 individuals. It validates the measurement scale of trust and the hypotheses linking the constructs.
Brand trust as a second-order factor An alternative measurement model
International Journal of Market Research, 2008
"Brand trust is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions. In previous research, brand trust has been treated exclusively as a first-order factor. This practice can lead to serious problems in scale development and model specification. We propose and test a reflective-formative model of brand trust. In our model, brand trust is specified as a second-order factor that is determined by first-order factors of competence and benevolence. A series of empirical studies were conducted to develop a multidimensional scale and test this alternative model. The results of confirmatory factor analyses and structural equation modelling lend support to our conceptualisation and the proposed measurement model."
The nature of trust in brands: a psychosocial model
European Journal of Marketing, 2007
Purpose -The paper seeks to explore empirically the lived experience of trust in consumer brands and to develop a model focusing on functional and symbolic brands. Design/methodology/approach -The paper presents an exploratory, grounded theory approach and the study conducted in-depth interviews. Findings -The findings reveal that when consumers are facing buying choices of functional brands that do not involve much risk and the price is low, familiarity is sufficient for their action. When risk and price levels increase, consumers seek a safe purchase choice regarding functional brands through confidence and dependability, while in the case of symbolic brands consumers have to trust the brand in order to make a purchase choice. Research limitations/implications -By exploring the concept of trust within the consumer domain and in particular in relation to functional and symbolic brands, this study offers insights into an area that has received noticeably limited research up to today. Furthermore the development of the psychosocial model of trust in brands offers opportunities to theoreticians for further research regarding the factors that influence trust in each stage, as well as ways to restore or transfer trust when needed. Practical implications -The study presents a tool to marketing practitioners, which will assist them in building and preserving long-term trusting customer relationships. Originality/value -The value of our research lies in the development of a psychosocial model of trust in brands by drawing on both social theory and on the psychology of human relationships.
Consumers' trust in a brand and the link to brand loyalty
Journal of Market-Focused Management, 1999
Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This study proposes that trust in a brand is important and is a key factor in the development of brand loyalty. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. Respondents representing a broad spectrum of Singapore consumers were surveyed. The findings reveal that brand characteristics are relatively more important in their effects on a consumer's trust in a brand. The results also show that trust in a brand is positively related to brand loyalty. Marketers should, therefore, take careful consideration of brand factors in the development of trust in a brand.
Consumers Trust in the Global Brands: Empirical Analysis in the Context of Consumer Perspective
European Scientific Journal, 2013
The aim of this paper is to analyze and explore factors that influence consumers trust in the global brands. Summarizing relevant scientific articles and academic literature on brand trust, it was found that there is a need to conduct research which will be dedicated to the consumer trust in the global brands. Until now there is lack of study in this field of trust in the context of global brands and this will be research based in the scientifically way which will shred light in the existing discipline but new way of treatment of case. To be much scientifically this study we"ll use hypotheses in order to have relevant results from the consumers" perspective. However, in this study survey methodology will take place, in terms that later to explore deeply significance influence of factors that have impact in the global brand trust. The results that we"ll get will have one positive impact in the field of branding, respectively in the field of global brand trust. A total of 2010 questionnaire responses were used to empirically test the consumer trust for global brands. This study found that the brand trust has a significant influence in the customer loyalty. In addition, Brand trust has a positive impact on the consumer preference. As well as, the reliability scale for all variables that has been used in this study were .802 (Cronbach's Alpha = .802
THE INFLUENCE OF BRAND IMAGE ON PURCHASE BEHAVIOUR THROUGH BRAND TRUST.
This review critically reviews the article The Influence of Brand Image on Purchase Behaviour through Brand Trust in the Business management & strategy Journal published by the marcrothink Institute. The review will first summarize the article. Then, a brief analysis of the article structure, investigating how the investigation is set out and whether the reader can access its efficiently. Thirdly, the review will critique the article, evaluating its authority, currency, objectivity and coverage. The review will also analyse the graph & and tables before finally judging the article’s accessibility and credibility. To put two and two together, the article was a scholarly one, succinct and relevant. KEYWORDS: BRAND, TRUST, IMAGE, PURCHASING, BEHAVIOUR
Middle-East Journal of Scientific Research, 2018
Brand loyalty and brand trust are known to be the fundamental aspect of brand management. Brand loyalty is important to many companies as it increases their profit as well as market share. Customers tend to choose the brand which they had put their trust and continue using the similar brand rather than taking risks by purchasing a new and unfamiliar brand. Thus, brand trust also plays an important role in influencing the behavior of customers, especially during their decision making process. A summary of the literature review has been designed in this paper, which was retrieved from the previous studies (from the year 1998 to 2016). Even though several factors have been examined separately in the previous researches, too little attention is focusing on examining the combined effects of the brand management's elements towards the brand loyalty, especially with the present of the brand trust as the mediating variable. Thus, this paper has been written in attempting to understand the concept of brand management, which includes its significance, dimensions and factors that influence brand loyalty.
The Relation of the Consumer Trust and Brand Loyalty
2017
With the increase of product variety, there is a great competition in everything from food to textiles, automotive to technology. Today, it seems that brand management studies have been used in a wide range of areas from the category of fast consumer goods to the service sector. Regardless of the sector, it has been noticed that products have a stronger position than brand management studies and competitors. The desire of companies to make a difference between products has led to the emergence of the concept of branding. Within the framework of this competition firms are striving to retain customers and create loyalty. In this study, which will be formed to explain the relation between trust and brand loyalty that consumers have in the brand, a field study has been carried out in the light of theoretical information that will be obtained as a result of the literature review, in which a national brand activity in Konya examines the brand loyalty relation on the customers of a market ...