Media amplification of brand crisis and its affect on brand trust

Yannopoulou, Natalia, 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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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
ID Code:6612
Deposited On:21 Oct 2012 20:25

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