Gustavson Brand Trust Index - FAQs


What is the Gustavson Brand Trust Index?

What does the Gustavson Brand Trust Index measure?

Who managed your survey and what methodology did they use?

Who are AskingCanadians?

When did the fieldwork take place?

How did you arrive at these conclusions?

How do the respondents compare to the Canadian population?

How often is this survey conducted?

2019 refinements

How were the 313 brands selected?

Is the questionnaire used in the survey available to view?

I am interested in further information on my brand based on the results of the Index. How can I obtain further details?

How do your results compare to other brand studies?



What is the Gustavson Brand Trust Index?

The Gustavson Brand Trust Index measures consumer perceptions of trust for 313 national and global brands in 26 categories. 

What does the Gustavson Brand Trust Index measure?

The GBTI measures different dimensions of trust and the relationships between those dimensions as well as overall trust and word of mouth recommendations.

The individual trust measures were adopted from brand management and business ethics academic literature and adapted to the brand trust context.

Who managed your survey and what methodology did they use?

The questionnaire was designed by the Gustavson School of Business and the fieldwork was programmed, managed and conducted by data collection firm AskingCanadians. Consumers had the option to complete the questionnaire in French or English.

Who are AskingCanadians?

AskingCanadians, a Delvinia company, is an online data collection firm with access to a research community of 600,000 Canadians who have opted-in to participate in online surveys that significantly influence today’s leading brands. Established in 2005, AskingCanadians owns and manages the AskingCanadians online research community and its French counterpart Qu’en pensez vous. AskingCanadians is dedicated to enabling market researchers to quickly gather and deliver high quality information from Canadian consumers. AskingCanadians and Qu’en pensez vous are built through incentive partnerships with Aeroplan, Hudson’s Bay Rewards, Walmart, PETRO-POINTS, Pure rewards and VIA Préférence. The result is an average response rate that eclipses the industry. For more information, please visit corporate.askingcanadians.com.

When did the fieldwork take place?

The fieldwork was conducted between February 5 – February 27, 2019 and the online response rate was 26%.

How did you arrive at these conclusions?

The 7200 respondents rated 20 brands that were randomly generated and each respondent had a certain degree of familiarity. The consumers rated the brands on various brand attributes and provided information about themselves such as age, gender, household size and household income. 

Multiple item reflective scales were adopted for the trust constructs in our model, i.e., values-based trust, functional trust, relationship trust, and overall brand trust.  Each dimension of trust was calculated by combining responses to different questions about trust. We identified the number of consumers who are positive about a brand and subtracted the number who are negative and divided that number by the overall number of respondents for that brand. 

How do the respondents compare to the Canadian population?

The survey was conducted amongst 7200 Canadian adults aged 18 years old and over. The sample was designed to be representative of the Canadian population, reflecting Statistics Canada data on key demographics such as gender, age, household income and region of residence.  Actual quotas and weighting are available; please contact us for this information.

How often is this survey conducted?

We will conduct the survey on an annual basis. This is the third year that we have conducted the survey.

2019 refinements

Going forward, the survey format, sample size and questionnaire should be consistent from year to year in order to assess data trends. There were, however, a number of changes after the first year and in the interests of continuous improvement. The following refinements were made for our 2018 Index:

How were the 313 brands selected?

In order to be included in the GBTI brand list, a number of criteria were considered. Brands had to:

The brand appeared on one or more of the following lists

  • Best Global Brands (Interbrand)
  • Best Reputation (Leger + Marketing’s)
  • Canada 100 (Brand Finance)
  • Canada’s Best Brands (Canadian Business)
  • Leger + Marketing’s Best Reputation
  • The Most Influential Brands in Canada (Ipsos)

Is the questionnaire used in the survey available to view?

The questionnaire is for internal research use only, however we can provide a general overview of the instrument. Please send your inquiries to gustavsontrust@uvic.ca.

I am interested in further information on my brand based on the results of the Index. How can I obtain further details?

The full dataset can be made available to academic researchers. Please send your query to gustavsontrust@uvic.ca.

How do your results compare to other brand studies?

The Edelman Trust Barometer looks at overall levels of trust in different segments of society - in institutions, companies in general, leaders, and between people. The 2019 Edelman Trust Barometer Canadian Results were released on February 14, 2019. The survey found that almost half of Canada's general populartion distrusts key institutions.

Ipsos Reid’s Most Influential Brands study looks at brand influence. In 2016, it provided information on 100 brands studied, based on five attributes of corporate citizenship, engagement, leading edge, presence, and trustworthiness.

The Gustavson Brand Trust Index looks first and foremost at brand trust and the factors that correlate with consumer advocacy over 313 brands in 26 categories. Consumers are asked to assess their trust in a brand over a range of functional, values-based, and relationship attributes that include their perception of the honesty and integrity of the brand or company as well as the functional attributes of trust such as reliability and consistency.