About the Gustavson Brand Trust Index
Please note that 2023 is the final year of the Gustavson Brand Trust Index. While there will not be a new report available this year, our website will remain accessible until August 1, 2024. We appreciate the incredible engagement over the Gustavson Brand Trust Index’s successful 8 years.
Questions? Please contact gustavsontrust@uvic.ca.
The Gustavson Brand Trust Index was established to raise awareness of the role trust plays in the minds of consumers when making purchasing decisions and measures the relationships between social equity, trust, and advocacy for brands in Canada.
The GBTI highlights Gustavson’s goal of educating and championing responsible leadership, part of the vital impact that drives UVic’s sense of purpose as a leading teaching and research hub.
Gustavson Brand Trust Model
The brand trust survey instrument measures different dimensions of trust that influence whether consumers recommend a brand to their networks:
- Brand trust overall – consumer perceptions of whether the brand is trustworthy and acts with integrity
- Brand Authenticity (Values-based trust) – consumer perceptions on the brand’s social responsibility
- Brand Ability (Functional trust) – consumer perceptions on how well the brand performs its core functions
- Brand Affinity (Relationship trust) – consumer perceptions on how the brand interacts with its consumers
- Advocacy (Word of mouth) – the extent to which consumers recommend the brand to others