María Jesús Yagüe-Guillén

María Jesús Yagüe-Guillén

María Jesús Yagüe-Guillén is a researcher in marketing and co-author of a 2003 paper on the development and validation of a brand trust scale.

Who they are

The work of María Jesús Yagüe-Guillén reaches this site through the paper listed below. On this site the name is tied to Brand Trust.

Key papers

Munuera-Aleman, J. L., Delgado-Ballester, E., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1-18. What it reports: The authors built a multidimensional brand trust scale from trust concepts in other fields, and psychometric tests found it reliable and valid.

Key ideas

Brand Trust: A buyer's confidence in a brand, studied alongside brand affect as an influence on loyalty and brand performance.

Sources

  1. Munuera-Aleman, J. L., Delgado-Ballester, E., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1-18.