Adapting Brand Trust Scale to Turkish: Validity and Reliability Study

Ali Alper Akgün; Emel Sarıtaş

Article Details

Adapting Brand Trust Scale to Turkish: Validity and Reliability Study

Authors:

Ali Alper Akgün | Emel Sarıtaş

Publisher:

Selcuk University

Main Topics:

Ürün ve Marka Yönetimi

Journal:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 52, pp.420-434

Document Type:

Article

Publication Date:

12/2023

Document Language:

Turkish

Document ID (Org No.):

2001307173

pISSN:

2667-4750

Keywords:

Abstract:

 The combination of the increasing risk perception in post-modern societies with the intense competitive environment pushes consumers to the brands they trust. During the current era where the significance of brand trust is heightened, the measurement of brand trust is crucial necessary for brands to gain insight into consumer perceptions, and for researchers to disclose other concepts that affect the concept of trust. Despite this importance, no scale in Turkish developed for brand trust has been found in the literature. The aim of the current study is to adapt the brand trust scale, one of the most widely used scales for measuring consumer trust in brand and developed by Gurviez and Korchia 2003, into Turkish and to perform the necessary validity and reliability analyses to reveal the suitability of the scale structure. In the context of the study, data are collected from scales administered to 397 participants chosen through convenience sampling. SPSS-21 and AMOS-19 statistical programs were used for analysing of the data. The findings obtained indicate that the Turkish adaptation of the scale is a valid and reliable measurement tool that can be utilized in a single factor, first and second level multifactorial structure to measure consumers brand trust. The study contributes to the field by presenting researchers and brands with an extensively used scale that encompasses brand trust related factors measured by various scales in the literature.

 The combination of the increasing risk perception in post-modern societies with the intense competitive environment pushes consumers to the brands they trust. During the current era where the significance of brand trust is heightened, the measurement of brand trust is crucial necessary for brands to gain insight into consumer perceptions, and for researchers to disclose other concepts that affect the concept of trust. Despite this importance, no scale in Turkish developed for brand trust has been found in the literature. The aim of the current study is to adapt the brand trust scale, one of the most widely used scales for measuring consumer trust in brand and developed by Gurviez and Korchia 2003, into Turkish and to perform the necessary validity and reliability analyses to reveal the suitability of the scale structure. In the context of the study, data are collected from scales administered to 397 participants chosen through convenience sampling. SPSS-21 and AMOS-19 statistical programs were used for analysing of the data. The findings obtained indicate that the Turkish adaptation of the scale is a valid and reliable measurement tool that can be utilized in a single factor, first and second level multifactorial structure to measure consumers brand trust. The study contributes to the field by presenting researchers and brands with an extensively used scale that encompasses brand trust related factors measured by various scales in the literature.

 The combination of the increasing risk perception in post-modern societies with the intense competitive environment pushes consumers to the brands they trust. During the current era where the significance of brand trust is heightened, the measurement of brand trust is crucial necessary for brands to gain insight into consumer perceptions, and for researchers to disclose other concepts that affect the concept of trust. Despite this importance, no scale in Turkish developed for brand trust has been found in the literature. The aim of the current study is to adapt the brand trust scale, one of the most widely used scales for measuring consumer trust in brand and developed by Gurviez and Korchia 2003, into Turkish and to perform the necessary validity and reliability analyses to reveal the suitability of the scale structure. In the context of the study, data are collected from scales administered to 397 participants chosen through convenience sampling. SPSS-21 and AMOS-19 statistical programs were used for analysing of the data. The findings obtained indicate that the Turkish adaptation of the scale is a valid and reliable measurement tool that can be utilized in a single factor, first and second level multifactorial structure to measure consumers brand trust. The study contributes to the field by presenting researchers and brands with an extensively used scale that encompasses brand trust related factors measured by various scales in the literature.

 Post-modern toplumlarda artan risk algısının, yoğun rekabet ortamıyla birleşmesi, tüketicileri güven duydukları markalara yöneltmektedir. Marka güveninin önem kazandığı bu dönemde markalar; tüketici algılarını ölçebilmek, araştırmacılar da güven kavramının ilişkili olduğu diğer kavramları ortaya çıkarabilmek için marka güveninin ölçülmesine ihtiyaç duymaktadırlar. Bu önemine karşın literatürde marka güveni ile ilgili Türkçe olarak geliştirilmiş bir ölçeğe rastlanmamıştır. Çalışmanın amacı, Gurviez ve Korchia 2003 tarafından İngilizce olarak geliştirilen ve tüketicilerin markaya güveninin ölçülmesi konusunda literatürde yaygın olarak kullanılan ölçeklerden biri olan marka güven ölçeğini Türkçeye uyarlamak, ölçek yapısının uygunluğunu ortaya çıkarabilmek için gerekli olan geçerlik ve güvenirlik analizlerini gerçekleştirebilmektir. Ölçek, çalışma kapsamında kolayda örneklem ile seçilen 397 katılımcıya uygulanmış, elde edilen veriler; açımlayıcı ve doğrulayıcı faktör analizi ile incelenmiştir. Verilerin analizi için SPSS-21 ve AMOS-19 istatistik programları kullanılmıştır. Elde edilen bulgular, ölçeğin Türkçe formunun, tüketicilerin markaya olan güvenlerini ölçen tek faktörlü, birinci ve ikinci düzey çok faktörlü yapıda kullanılabilecek geçerli ve güvenilir bir ölçüm aracı olduğuna işaret etmektedir. Çalışma, marka güveni ile ilgili literatürde yer alan farklı ölçeklerdeki faktörleri kapsayacak genişliğe sahip olan ve yaygın olarak kullanılan bir ölçeği araştırmacıların ve markaların kullanımına sunarak alana katkı sağlamaktadır.

Article Details

Adapting Brand Trust Scale to Turkish: Validity and Reliability Study

Authors:

Ali Alper Akgün | Emel Sarıtaş

Publisher:

Selcuk University

Main Topics:

Ürün ve Marka Yönetimi

Journal:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 52, pp.420-434

Document Type:

Article

Publication Date:

12/2023

Document Language:

Turkish

Document ID (Org No.):

2001307173

pISSN:

2667-4750

Brand Trust Scale

Scale Adaptation

Validity

Reliability

Brand TrustMarka Güven Ölçeği

Ölçek Uyarlama

Geçerlik

Güvenirlik

Marka Güveni

Issues

Article Details

Authors: Ali Alper Akgün | Emel Sarıtaş

Publisher: Selcuk University

Main Topics: Ürün ve Marka Yönetimi

Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 52, pp.420-434

Document Type: Article

Publication Date: 12/2023

Document Language: Turkish

Document ID (Org No.): 2001307173

pISSN: 2667-4750

Issues

Authors:

Ali Alper Akgün | Emel Sarıtaş

Publisher:

Selcuk University

Main Topics:

Ürün ve Marka Yönetimi

Journal:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 52, pp.420-434

Document Type:

Article

Publication Date:

12/2023

Document Language:

Turkish

Document ID (Org No.):

2001307173

pISSN:

2667-4750