Brand trust as a key determinant of advertising effectiveness in the United States and Europe

Abstract

In the context of information overload, multi-channel digital interaction and increased regulatory requirements, perceived brand reliability and consistency are becoming a determining factor in advertising effectiveness in the USA and Europe. Traditional tools for assessing advertising effectiveness are now losing their explanatory power, as audience behaviour is primarily determined by expectations of transparency, responsibility and the substantive value of brand communications.

The purpose of the study is to determine how trust mechanisms shape the effectiveness of advertising strategies in the USA and the EU, and to identify the specifics of consumer behavioural responses across different cultural, regulatory, and communication environments.

Methods. Content analysis of advertising messages, comparative analysis of consumer interaction models, a system-structural approach to evaluating online and offline channels, as well as an analysis of practical cases of global brands, were applied, which made it possible to comprehensively assess the mechanisms for forming the perception of advertising signals and their impact on the effectiveness of omnichannel strategies.

Results. Trust signals are key moderators of advertising effectiveness. In the digital environment, they reduce resistance to personalisation, increase engagement and conversions, and reduce the risk of rejection of advertising stimuli. In offline channels, trust provides a positive initial heuristic, strengthens brand image characteristics, and increases the effectiveness of creative solutions. Significant cultural differences have been identified: in the USA, trust is formed mainly through innovation, emotionality, and personal benefit, while in Europe, through ethics, evidence, and compliance with regulatory standards.

Conclusions. Thus, trust mechanisms determine the quality of perception of advertising messages and ensure the brand's ability to achieve synergy between digital and offline channels. A high level of trust reduces the cost of audience acquisition, increases the stability of reactions, and forms long-term loyalty. In contrast, low trust nullifies the effect of even intensive advertising investments. Further research should focus on modelling trust reactions using artificial intelligence, analysing cognitive biases in cross-cultural communication, assessing the impact of personalised algorithms on consumer behaviour, and developing integrated indicators for comparative assessment of trust characteristics in the USA and Europe.