Lantieri, Tara; Chiagouris, Larry - In: Journal of Consumer Marketing 26 (2009) 2, pp. 78-86
take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied … extensively on a micro level to assess a wide variety of influences that impact trust and the effective actions managers can take … to increase trust. There are macro trends, however, that have resulted in a climate of general mistrust by consumers of …