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 0267-257XFull text not available from this repository.
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, 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|
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