Development and validation of a brand trust scale

To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust.
  

Development And Validation Of A Brand Trust Scale

Elena Degado-Ballester Jose Luis Manuera-AlemnUniversity of Murcia andMara Jess Yage-GuillnUniversity of Madrid

 

Introduction

Despite the increased attention drawn to the relationship principles...