*4.1. Unidimensionality and Reliability of Scales for Measuring Brand Relationships, Reputation and Corporate Identity*

The first-order model had three factors (trust, commitment, and motivation) and nineteen corresponding reflective indicators, as listed in Tables 2 and 3. The goal of most research projects is not just to develop unidimensional and reliable measurement scales, but to build and test theory. To summarize the data in terms of a set of underlying constructs, a factor analysis was conducted. We measured the unidimensionality and reliability of the proposed scales. To measure unidimensionality, we conducted principal component analysis with varimax rotation and Kaiser normalization to each scale. The scale items that did not show factorial stability were candidates for elimination. To measure reliability, we selected Cronbach's alpha.





 Items measured on a five-point Likert scale, ranging from (1) strongly disagree to (5) strongly agree.


**Table 3.** Analysis of the dimensionality of reputation.

Next, we analyze the measures of the brand relationships construct. We start by analyzing Trust, commitment and Motivation. Then we define guidelines and criteria to assess a model for Brand Relationships.
