Published: 21 June 2024
In today’s complex and polarized stakeholder and business environments, it is crucial to focus on the reputation drivers that consumers value. Brand leaders can use this new data to target their reputation-building efforts and ensure they align with consumer expectations.
When making a purchase decision, consumers prioritize product/service quality above all other reputation drivers. In fact, 85% consider it for major purchases (i.e., a purchase that is relatively expensive or requires much thought) and 69% consider it for minor purchases (i.e., a purchase that is relatively inexpensive or requires less thought).
Product/service quality is a basic reputation driver that, if unmet, will remove your organization from consumers’ consideration sets. However, outsized investment in product/service quality does not reap increased reputational rewards.
The consideration of a brand’s strong stance on issues that align with consumer values was relatively low in purchase
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