...., 2019a , 2019b ; Tatar and Eren-Erdoğmuş, 2016). Moreover, no previous study has compared US and Korean consumers in this context. Marketing communication Brand trust Brand loyalty Consumer engagement Cross-national Restaurant Americans Advertisement/promotion Social network service content...

.../approach – Based on accepted scale development procedures, the authors have derived a parsimonious, reliable and valid scale to measure brand trust. Findings – The resulting cross-national scales of brand trust demonstrate validity by offering a good fit and invariant measures across countries...