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

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Abstract

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.

Item Type:	Article
Keywords:	marketing, crisis management, trust, ref19, refdoi
Subjects:	N Business and Administrative studies > N100 Business studies
Divisions:	College of Social Sciences > Faculty of Business & Law > Lincoln Business School
Depositing User:	Epaminondas Koronis
Date Deposited:	21 Oct 2012 20:25
Last Modified:	29 Apr 2013 07:27
URI:	http://eprints.lincoln.ac.uk/id/eprint/6612

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