Li, Fuan; Xu, Lan; Li, Tiger; Zhou, Nan - In: Journal of Product & Brand Management 24 (2015) 5, pp. 462-471
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...