Two out of three report enjoying the Web search effort. Then you remember an ad you saw announcing a new, local restaurant. Word of mouth is second only to traditional print as a leading source of URLs. Once online, you discover the restaurant is part of a national chain you've experienced in another city. Your decision is made.
Brands inspire trust independent of the media delivering the message.
Eight out of 10 Web users report brand names favorably sway decisions to buy online, partially due to the implied security of dealing with a known entity. The Web actually supplements store traffic. As you arrive, the proprietor greets you at the door. You've dined with us before, elsewhere. We're glad you're here .