The Devil You Know: The Consumer Psychology of Brand Trust
Posted: 01/09/2012
Trust is central to commerce and government. Brands that lose the trust of their customers will not survive long in a competitive market. In an earlier brief we described trust as an aspect of brand personality. But what do consumers mean when they describe a brand as trustworthy? And, more importantly, what can management do to nurture and protect this valuable commercial asset? In this brief we outline the findings of our recent research into consumer trust in brands, and based on these results, we present four strategies for building and maintaining trust.