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Keywords: Multidimensional scales
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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
.... 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...
