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Brand trust in a cross-cultural context: test for robustness of an alternative measurement model

Fuan Li (Department of Marketing & Management Sciences, William Paterson University, Wayne, New Jersey, USA)
Lan Xu (Department of Marketing & Tourism Management, Wuhan University, Wuhan, China)
Tiger Li (Department of Marketing, College of Business Administration, Florida International University, Miami, Florida, USA)
Nan Zhou (Department of Marketing, City University of Hong Kong, Hong Kong, China AND Wuhan University, Wuhan,China)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 17 August 2015

1448

Abstract

Purpose

The purpose of this paper is to provide further validation of an alternative measurement model of brand trust and demonstrate the robustness and measurement invariance of the model in a cross-cultural context.

Design/methodology/approach

Survey data collected from the USA and China were submitted to the alternative measurement model. Amos 7.0 was used in testing the robustness and stability of the proposed model.

Findings

The results provide strong support for the stability and robustness of the alternative model. The multidimensional scale satisfies the minimum requirement of configural invariance and metric invariance.

Research limitations/implications

The findings confirm that the multidimensional scale of brand trust can be meaningfully used in countries with distinct cultures. However, further testing may be needed given that the present study involves only two countries.

Practical implications

Overall brand trust is shown to be a function of consumers’ trust in specific aspects of a brand. Thus, it is imperative that brand managers make every effort to build consumers’ trust in performance competence and/or benevolent intention.

Originality/value

The present research demonstrates the robustness of the alternative measurement model of brand trust. It also exemplifies a way of testing a measurement model that involves a second-order construct and formative indicators.

Keywords

Acknowledgements

The authors gratefully acknowledge financial support from the Research Grants Council (RGC) of the Hong Kong Special Administrative Region (HKSAR) (project number: CityU 1,215/04H–9040944), and the financial support of research grants from Natural Science Foundation of China (NSFC 71172208).

Citation

Li, F., Xu, L., Li, T. and Zhou, N. (2015), "Brand trust in a cross-cultural context: test for robustness of an alternative measurement model", Journal of Product & Brand Management, Vol. 24 No. 5, pp. 462-471. https://doi.org/10.1108/JPBM-10-2014-0735

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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