The three most highly ranked criteria U.S. consumers use in considering a brand purchase are (1) "it offers the best quality" (2) "it's a good value for the money" and (3) "I trust it." Consumers ranked each of these virtually the same in importance, suggesting that brand trust is a critical factor. This is according to a report from leading marketing firm Edelman, as reported in Marketing Charts. A 2023 Edelman report indicated that 88 percent of adult consumers globally say trust is a key consideration when they purchase a brand.
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