Trust is a relationship of reliance. A trusted party is presumed to seek to fulfill policies, ethical codes, law and their previous promises.
Trust does not need to involve belief in the good character, vices, or morals of the other party. Persons engaged in a criminal activity usually trust each other to some extent.
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A critical element in studies of trust behavior is power. One who is in a position of dependence cannot be said to trust another in a moral sense, but can be defined as trusting another in the most strict behavioral sense. Trusting another party when one is compelled to do so is sometimes called reliance, to indicate that the belief in benevolence and competence may be absent, while the behaviors are present. Others refer only to coercion.
Every brand is a promise. How will yours be kept?
Marketers need to uncover the subconscious emotional motivators that are not apparent with more superficial market research methods. They simply must sample emotions, not people. It’s critical to look at undercurrents in emotions and how these affect consumer behaviors and decisions. Marketing success depends on knowing the nature of consumers’ emotional reactions instead of sampling their surface opinions.
Trust is an abstract concept whose definition can differ based on the individual. However, when it comes to brand trust in international markets, it can mean only one thing. International companies need to ensure that foreign consumers have trust for their brand if they want to have successful relationships with their customers.
Every brand makes promises. Following through on the promise builds a brands image, just as failing to deliver can forever bury a brand.