BRAND VALUES RESEARCH center
Note: This center has been temporarily suspended as it undergoes revisions (UPS 100.700, III.B.3).
How people feel about an organization in terms of trust, satisfaction, and loyalty indicates an organization’s overall health and performance. In turn, these variables drive a number of organizational and consumer activities such as branding, public relations, advertising strategies, consumer behavior, employee relations, internal communications, reputation management, and media attention.
A critical action of an organization’s brand is to communicate, build, and nurture relationships based on shared values that lead to trust. Shared values and trust are often ambiguous and subjectively understood. Cal State Fullerton’s College of Communications Dr. Guohua Mark Wu, along with TVI founding researcher Chesley Beaver, worked together to develop a framework and set of variables based upon well established and widely practiced concepts of the social sciences that lead to interpersonal, organizational, and brand trust. The result is a survey called TrustPulse™ 2, which provides a tested framework to measure brands quantitatively across 25 values that influence trust.