MEDIA CATEGORY XY
Trust Insights

Competence describes the organizational ability to realize promises based on available expertise, skills and leadership

Consistency incorporates the relationship between consumers and a brand that is built on past interactions

Integrity describes the belief that a brand is consistent, honest and responsible

Credibility is characterized as the ability to meet a consumer’s expected performance

Likeness describes the perceived similarity between oneself, a brand and other consumers from this brand

Relevancy is characterized as the degree to which the brand provides things relevant to consumers’ lives

Benevolence represents consumers’ perception of the brand as being ‘responsible and caring despite the vicissitudes of future problematic situations’

Transparency describes the availability of information on a company’s internal processes and open communication about content production

Halo incorporates findings on the importance of mutual influences between content and environment on media perception