oa Journal of Marketing - If you were for sale would I buy you? - earning trust and business : consultant powerhouse
Trust is topical. If you need any proof of the premium placed on trust, just consider the response to the subprime mortgage and financial sector crisis. In the 2009 Edelman Trust Barometer (www.edelman.com/trust), the firm's tenth study of business trust surveyed 4,475 people in 20 countries on five continents between November 5th and December 14th 2008. 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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