Conducted by the Peter B. Gustavson School of Business at the University of Victoria, the fourth annual Gustavson Brand Trust Index asked more than 6,300 consumers to score 299 prominent Canadian companies and brands, across 26 industry sectors, on a range of brand value measures.

“We asked them overall to what extension did they trust this brand,” David Dunn, a professor at UVic and one of the lead researchers of the survey, said. “Does the brand align with your values and would you recommend this brand to others.”

Dunn explained he makes the information available to show Canadian consumers and manufacturers that responsible management actually matters, not just living up to business’ promises and treating people well, but also being sustainable and looking after employees.

CAA moved up from second in last year’s ratings. CAA also finished first in the insurance sub-category of this year’s Index.

“This is truly a testament to the dedication of our network of CAA associates in Clubs across the country, who serve our more than 6.3 million members,” said Jeff Walker, CAA National’s Chief Strategy Officer.

“CAA is proud of our industry-leading services, including insurance, travel, Member rewards, and of course emergency roadside assistance,” Walker said. “For over 100 years we’ve been focused on serving our Members’ needs, and we’re proud of this acknowledgement that recognises the work we do.”