When more than 15,000 global consumers were asked about the most important elements of brand trust, the top response (74 percent) was "Respects and protects customers' data, privacy and security." Close behind (73 percent each) were "Protects my personal data" and "Is a good value for the price." These three elements came in at 72 percent each: "Is high quality/makes high quality products," "treats customers well, even in tough times" and "Has good customer service/is responsive to problems." Tied at 71 percent were "Consistently delivers on what they promise" and "Products/services are effective/work as advertised." The survey was conducted by Morning Consult as reported by Marketing Charts.
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