Brand trust has a great deal of sway on purchase behavior, especially when shopping for big-ticket items.
According to an October 2018 SurveyMonkey poll, 68% of US internet users said trust in a brand was very influential when making a major purchase.
When asked about the likelihood of buying an established brand or a brand from a startup that were similarly priced, consumers were wary of the unfamiliar brand. But the bigger the purchase, the higher the skepticism; 81% would prefer an established consumer electronics brand, while 64% said the same for shoes.
Spinoff brands like Urban Outfitters' Free People or Coca-Cola's Dasani enjoy a halo from their parent brands. Sixty-seven percent said they would trust a new brand from a trusted company as much as the established brand, and 7% said they would trust it more.
Echoing earlier studies, it's the people who you know in real life who are most persuasive. In this study, a trusted friend or family member was the most influential; 65% said they had made a big purchase based on a recommendation from someone close to them. Despite the persistence of celebrity endorsements and influencer campaigns on social media, few consumers claimed that famous people (7%) and YouTube stars (12%) motivate purchase decisions.