Development and validation of a brand trust scale

Maria Jesus Yague-Guillen, Jose Luis Munuera-Aleman and Elena Delgado-Ballester

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 in both theory and practice during the past decade, applications of these principles at brand level have been scant (Fournier 1998). The lack of theoretical and empirical research on this subject is remarkable given that relational thinking guides today's brand management practices to leverage consumerbrand bonds.

The idea that a relationship between a person and his or her possessions exists is not...

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