oa Journal of Marketing - Trust based partnerships managing trust as a critical asset

Volume 2009, Issue 06
  • ISSN : 1811-9565



The current financial sector crisis has placed a premium on trust in the global business climate. In the 2009 Edelman Trust Barometer, 4,475 people were surveyed between November 5th and December 14th 2008, following the presidential election in the United States. The results of the annual study were telling: when asked whether they trusted corporations more or less than a year ago, more than one-half of respondents said they trusted them less.

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