Brand Trust as a Second-order Factor: An Alternative Measurement Model

ion relative to its various dimensions. In previous research, brand trust has been treated exclusively as a first-order factor. This practice can lead to serious problems in scale development and model specification. We propose and test a reflective-formative model of brand trust. In our model, brand trust is specified as a second-order factor that is determined by first-order factors of competence and benevolence. A series of empirical studies were conducted to develop a multidimensional scale and test this alternative model. The results of confirmatory factor analyses and structural equation modelling lend support to our conceptualisation and the proposed measurement model.