Yannopoulou, Natalia and Koronis, Epaminondas and Elliott, Richard (2011) Media amplification of brand crisis and its affect on brand trust. Journal of Marketing Management, 27 (5-6). pp. 530-546. ISSN 0267-257X
Full content URL: http://dx.doi.org/10.1080/0267257X.2010.498141
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This paper explores the ways in which consumers' brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media. By using case-study methodology, our findings reveal that generalised public images of a product crisis initiate a public perception of risk, which provides more negative effects on brand trust than the actual consumers' experience does. We introduce the media as a third partner influencing the trust relationship between consumers and brands, and offer suggestions for restoring and preserving customers' brand trust.
|Keywords:||marketing, crisis management, trust|
|Subjects:||N Business and Administrative studies > N100 Business studies|
|Divisions:||Lincoln International Business School|
|Deposited By:||INVALID USER|
|Deposited On:||21 Oct 2012 20:25|
|Last Modified:||04 Dec 2013 22:31|
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