Development and Validation of a Brand Trust Scale

TLDR

The absence of a widely accepted measure of brand trust is surprising given its central role as a cornerstone of consumer‑brand relationships. The authors aim to enrich limited research on relational phenomena in the consumer‑brand domain by focusing on brand trust. They conducted a multi‑step study to develop and validate a multidimensional brand trust scale based on trust conceptualizations from other academic fields. Psychometric testing confirms the new brand trust scale is reliable and valid, and the study discusses its theoretical and managerial implications.

Abstract

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. 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; and (2) it is the most important attribute a brand can own. In this context, this research reports the results of a multi-step study to develop and validate a multidimensional brand trust scale drawn from the conceptualisation of trust in other academic fields. Multi-step psychometric tests demonstrate that the new brand trust scale is reliable and valid. Both theoretical and managerial implications are presented.