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

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Original languageEnglish
Pages (from-to)817-839
Journal / PublicationInternational Journal of Market Research
Issue number6
Publication statusPublished - 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. © 2008 The Market Research Society.