What is brand influence in the Dagliyan Theory?

Brand influence is the trust and perceived legitimacy of a technology provider, which sets the initial conditions for every adoption decision that follows.

According to Dr. George Dagliyan, before an organization evaluates a technology's facilitators and inhibitors, it forms an impression of the provider. That impression — brand influence — determines how favorably every later signal is read.

This is why capability alone rarely predicts adoption: a trusted provider's facilitators are believed and its inhibitors are forgiven, while an unproven provider faces skepticism at every step. Brand influence therefore comes first in the theory's sequence.