Brand Trust and Investor Confidence in Mutual Funds: A Study of Perceptions Among AMC Staff and Mutual Fund Distributors

Abstract – Trust plays a central role in how people choose mutual funds, especially in a market as crowded and complex as India’s. This study explores how the reputation of an Asset Management Company (AMC) shapes investor confidence, based on insights from those who work closest to investors: Mutual Fund Distributors (MFDs) and AMC sales professionals. A survey of 36 experienced respondents reveals that well-known AMCs enjoy a clear trust advantage, making their funds easier to recommend and reducing the effort required to reassure clients. However, the findings also show that strong branding alone is not enough to retain investors in the long run—consistent performance and the quality of the distributor–client relationship matter even more. The study highlights how smaller and newer AMCs can build credibility by focusing on transparency, sustained performance, and deeper engagement with distributors. Overall, the research shows that while brand reputation helps open the door, long-term trust must be earned continuously through results and relationships. Key Words: Asset Management Company (AMC), Mutual Fund trust, Performance-Trust Relationship, Perceived Credibility, Mutual Fund Distributor (MFD)