Development and Validation of a Brand Trust Scale

Abstract

To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measure of this concept is surprising given 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 a brand can own. In this context, this research reports the results of a multi-step study to develop and validate a multidimensional brand trust scale drawn from the conceptualisation of trust in other academic fields. Multi-step psychometric tests demonstrate that the new brand trust scale is reliable and valid. Both theoretical and managerial implications are presented.

Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on “Cultural Heritage Night” in South Korea

“…According to Roberts [22], brand love represented the consumer's feeling and emotion to the brand (emotional attributes), including mystery (customer's aspirations, goals, dreams, stories, and myths on a brand that are beyond rationality and calculation), sensuality (perceptions formed through consumer's five senses: Sound, sight, smell, touch, and taste), and intimacy (the degree of commitment, empathy, and passion that consumers have on a brand). Further, brand respect refers to consumer's perceptions of brand function and performance (functional attributes), including performance (market share, brand value, and the innovation and superiority of brand quality) [16,58], reputation (the actual degree of commitment fulfilling a brand has provided to consumers) [58], and trust (consumer's sense of security in the process of interacting with a brand) [59]. Although the lovemarks express the intense feelings of the consumer for a specific brand, the premise of brand love is brand respect since it is the basis for maintaining a long-term relationship [22,60].…”

Electronic Word of Mouth Activities in the Hotel Industry

“…Trust scale was taken from Munuera-Aleman et al (2003) and adapted to the research with four items. Loyalty scale, which was a four-item scale, was modified from Munuera-Aleman et al (2003). e-Wom scale, which had nine items, was adapted from Goyette et al (2010).…”

“…In literature, mostly the effects of e-WOM on consumers' buying behavior were investigated (Park and Lee, 2008;Amblee and Bui, 2011;Ladhari and Michaud, 2015;Babic Rosari et al, 2016). However, in this study, it was aimed to analyze the effects of trust, which was found as one of the antecedents of loyalty (Chaudhuri and Holbrook, 2001;Munuera-Aleman 2003), and loyalty on e-WOM activities. Within this aim, the hypotheses were developed as follow:…”

The Consumer-Private Labels Bond and the Store Loyalty: The Role of Satisfaction

“…This can be explained by the evolving number of crisis and unethical practices used by some firms as well as the importance of confidence in warranting the exchange's stability (Gatfaoui and Lavorata, 2001) [36], reducing the doubt in volatile environment (Chaudhuri and Holbrook, 2001) [37] and securing clients (Georges and Decock Good, 2004) [38]. In this regard, Bainbridge (1997, p13) [39] asserted that "a trustworthy brand places the consumer at the center of its world and relies more on understanding real consumer M. Trabelsi DOI: 10.4236/ojbm.2020.82027 433 Open Journal of Business and Management needs and fulfilling them than the particular service or product. It is not merely responsive, but responsible".…”

“…The first group is based on rational drivers grounded on the brand competence, its reputation, its willingness to keep its promises, its ability to raise up the customer pleasure and comfort, to satisfy them, to keep in pace with their evolving requirements and to reassure them by controlling the sources of the brand's perceived risk. In fact, Blomqvist, Ballester and Aleman (2000) [39] have postulated that the main condition of the creation of the brand trust is the perceived risk, its depth and nature; the more the risk is present, the more the development of the confidence feeling is hard and unexpected. The second category of BT antecedents is composed of factors signaling perceived common points between the consumer and his/her brand.…”