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

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.