Psychometric Characteristics of the Persian Adaptation of the Brand Trust Scale
Keywords:
Brand Trust, Brand Trust Scale, Reliability, ValidityAbstract
This research was carried out to adapt the Brand Trust Scale, originally developed by Delgado-Ballester (2004), into Persian and to examine its psychometric properties. First, the English form of the scale was translated into Persian by the researchers. Then, the opinions of three academicians who are experts in the field of marketing and who are fluent in Persian were consulted on the translation. The Persian form of the scale was created by taking into account the expert's suggestions. Pearson correlation coefficient was used to examine whether the scale had language equivalence. Exploratory and confirmatory factor analysis was used for the construct validity analyzes of the Persian scale, and the AVE and CR coefficients were taken into account. The reliability of the scale was examined on the basis of internal consistency and stability. The Cronbach α coefficient was calculated for the internal consistency analysis of the scale, and the test-retest method was used to determine the stability of the scale. According to the findings of the study, it was determined that the Persian scale had linguistic equivalence with the English scale. As a result of the exploratory factor analysis, it was determined that the scale consisted of 8 items gathered under 2 sub-dimensions. These two sub-dimensions explain 78,695% of the total variance. The factor load values of the scale items vary between 0,829 and 0,915. As a result of confirmatory factor analysis, with X2/sd=1,958; GFI=0,963; CFI=0,983; TLI=0,975; IFI=0,983; RMSEA=0,064 fit indices, the factor structure of the scale was found to be compatible with the data, and the calculated AVE and CR values showed that the scale had construct validity. The Cronbach α coefficient of the Persian scale was calculated as 0,89. The α coefficients of the sub-dimensions were found to be 0,89 and 0,85. At the same time, it was determined that the scale and its sub-dimensions had sufficient stability coefficients. All these psychometric findings of the study show that the Persian form of the Brand Trust Scale is a reliable and valid measurement tool.
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