Discount exchange-traded fund provider Vanguard now tops the field of leading ETF providers among advisors in another category: favorable impressions.

According to a new Cogent Research report, 60% of the advisors included in Cogent's study view Vanguard very favorably, more positively than any other ETF provider. iShares, while still the dominant market share leader, now ranks fourth in favorability among current brand users, behind Vanguard, WisdomTree, StateStreet/SPDR and First Trust.

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