Gustavson Brand Trust Index

Reflections on trust

Gustavson dean Saul Klein highlights how business can be the solution to society's deteriorating trust

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Gustavson Brand Trust Index 2017 

The Gustavson Brand Trust Index (GBTI) measures Canadian consumers' opinions about 294 corporate and product brands across 26 categories. The GBTI evaluated responses collected from 6590 Canadian consumers to assess their levels of brand trust and examine what causes them to recommend a brand to their friends and family.