Brand trust as a second-order factor: an alternative measurement model

Fuan Li, Nan Zhou, Rajiv Kashyap and Zhilian Yang

Brand trust is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions.
  

Brand trust as a second-order factor: an alternative measurement model

Fuan Li and Rajiv KashyapWilliam Paterson University

Nan ZhouCity University of Hong Kong and Wuhan Univerity

Zhilin YangCity University of Hong Kong

INTRODUCTION

Brand trust...

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