Through a deeper understanding of the nature of trust between consumers and brands we have developed an innovative brand trust leadership model. Leadership brands in our brand trust model achieve a 50% increase in market share and double the levels of advocacy of brands that are nominated as being trusted in a generic brand trust study. Measured the right way, brand trust has the potential to be the most insightful and highly predictive customer experience metric to drive long term growth. It's time to fix the measurement of brand trust.
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Authors: James F. Shaw, Robert M. Worcester
June 15, 1973