Brand trust as a second-order factor. An alternative measurement model

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. © 2008 The Market Research Society.