Intervention and adaptation options for measuring brand trust in the context of its dimensionality with an emphasis on the generational context
Abstract
Objective: This article aims to analyse the model of perception of trust in the selected
brand (Subway) with the help of the modified tool “Perceived Brand Trust”, and to investigate
the difference in generational perception of trust in the investigated brand.
Methodology: In this article, we use statistical methods such as elements of descriptive statistics
and inductive statistics with an emphasis on confirmatory factor analysis, reliability
estimation methods, and one-way ANOVA.
Results: The result is a modification of the three-dimensional brand trust perception model
and a demonstration of its use in practice.
Limitations: Limitations can be observed in self-collection and the use of respondents’
personal reflection in the context of brand trust.
Practical implications: The article has academic, theoretical and practical benefits. The
practical benefit can be seen in the creation and verification of a model for measuring
brand trust perception, which can be applied to any brand.
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