This study reveals a complex relationship between consumers and brands. There certainly is a trust relationship, as people want to purchase as often as possible from brands that they trust, and indicate that they are mostly able to do that. The core value porposition of the brand is indispensable to trust, but the relationship goes much further than that. In fact, the notion that brands exist only to maximize profit is rejected by consumers.

Research report of findings

Read Marketing Magazine’s coverage of the research: “Brands + Trust: What’s Stronger – Hate of Love?”