Consumer-Based Brand Trust Scales: Validation and Assessment

mag（2015）

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摘要

The purpose of this study is to evaluate three overall brand trust scales used in the marketing literature. One scale satisfied unidimensionality, reliability, and validity criteria. Two scales were not unidimensional and failed to discriminate from an underlying trust dimension. Competing explanations and study limitations are discussed.

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关键词

Brand Loyalty, Marketing Literature, Average Variance Extract, Brand Trust, Brand Familiarity

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