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.

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


Brand trust has drawn increasing attention from both practitioners and researchers in recent years due to its critical role in enhancing customer relationships (Selnes 1998), and building customer loyalty (Singh & Sirdeshmukh 2000; Ball et al.2004), commitment (Morgan & Hunt 1994) and brand equity (Chaudhuri & Holbrook 2001). However, research on the construct of brand trust is limited....

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