New Study Finds That Advertising Cultivates Brand Trust Leading to Purchase Intent

"When brand trust increases by just one point, the average consumer purchase intent increases by 33%, with Reliability, Respect, Ethical Business Practices, Authenticity, and Relatability top drivers of brand trust. This is according to a new study released today by Vevo, MAGNA Media Trials and Initiative, which surveyed a nationally representative group of nearly 5,000 U.S. consumers to understand the components of brand trust and how they vary across verticals and inclusive cohorts."

"Advertising is a key way for brands to create connections and build brand trust (76%). And 48% stated TV Ads as the preferred channel of engagement to communicate brand messages and build trust. Other preferred channels include social media ads (33%), brand websites, (25%), and product placements (25%). Responsible media practices are the most effective way to build trust (65%). Placing ads next to/in content that is "reputable and safe to watch", "supports diverse communities and creators", and "representative of the world around me" are top examples."

A nationally representative sample of nearly 5,000 U.S. consumers was surveyed to measure components of brand trust and variation across verticals and inclusive cohorts. When brand trust increases by one point, average consumer purchase intent rises about 33%. Reliability, respect, ethical business practices, authenticity, and relatability rank as the top drivers of trust. Advertising is a primary pathway for building trust (76%), with 48% preferring TV ads; other channels include social media ads (33%), brand websites (25%), and product placements (25%). Responsible media practices (65%) and relevant connections reduce distrust, while mishandled controversies, inauthenticity, and scarce reviews drive distrust. Thirty-two brands across four verticals were tested on ten trust dimensions, with one-point trust gains producing significant purchase-intent lifts by category.

Read at Thedrum