Marka Güven Ölçeğinin Türkçe'ye Uyarlanması: Geçerlik ve Güvenirlik Çalışmas&inodot

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.