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Keywords: Measurement model
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Journal Articles
Brand trust in a cross-cultural context: test for robustness of an alternative measurement model
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Journal of Product & Brand Management (2015) 24 (5): 462–471.
Published: 17 August 2015
...Fuan Li; Lan Xu; Tiger Li; Nan Zhou 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...
