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Report: Gustavson Brand Trust Index

The Peter B. Gustavson School of Business at the University of Victoria has released its fourth annual Gustavson Brand Trust Index. The report examines which brands are most trusted by Canadian consumers, as determined by shared values, relationship management and customer experience.

The most trusted brand for 2018 is the Canadian Automobile Association, which ranked second last year. This is followed by MEC, down from first place last year, and Costco Wholesale, unchanged at third place. Other brands in the top ten include Fairmont Hotels & Resorts, Ikea, CBC/Radio Canada, Shoppers Drug Mart, Home Depot, Marriott Hotels and WestJet.

"Trust is an important driver of consumer purchasing decisions," said Saul Klein, dean of the Gustavson School of Business. "Our index highlights the continued success of some of Canada's best-known brands, but it also serves to highlight the impact of failing to meet consumer expectations and the rebound of brands who have faltered on consumer trust in the past."

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