Brand trust: an Australian replication of a two-factor structure

A replication was conducted of Delgado-Ballester, Munuera-Alemán and Yagüe-Guillén’s brand-trust study to determine if their two-factor brand-trust scale as conceptualised generalises to the Australian context. A self-administered questionnaire that focused on consumer brand-trust shampoo perceptions was completed by 154 respondents. Exploratory and confirmatory factor analysis provided initial support for the two-factor structure of the brand-trust scale (BTS) as conceptualised. The relationship of the BTS dimensions with satisfaction and loyalty was also supported.