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| Tekijä: | Delgado-Ballester, E. Munuera-Aleman, J. L. Yagüe-Guillen, M. J. |
| Otsikko: | Development and validation of a brand trust scale |
| Lehti: | International Journal of Market Research
2003 : VOL. 45:1, p. 35-53 |
| Asiasana: | Corporate image Brands Trusts |
| Kieli: | eng |
| Tiivistelmä: | The study focus on the concept of brand trust. The non-existence of a wider accepted measure of this concept is surprising given that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship; an d (2) it is the most important attribute a brand can own. Multi-step psychometric tests demonstrate that the new brand trust scale is reliable and valid. Both theoretical and managerial implications are presented. |
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