Research

Media amplification of a brand crisis and its affect on brand trust


Reference:

Yannopoulou, N., Koronis, E. and Elliott, R., 2011. Media amplification of a brand crisis and its affect on brand trust. Journal of Marketing Management, 27 (5-6), pp. 530-546.

Related documents:

This repository does not currently have the full-text of this item.
You may be able to access a copy if URLs are provided below. (Contact Author)

Official URL:

http://dx.doi.org/10.1080/0267257X.2010.498141

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.

Details

Item Type Articles
CreatorsYannopoulou, N., Koronis, E. and Elliott, R.
DOI10.1080/0267257X.2010.498141
DepartmentsSchool of Management
RefereedYes
StatusPublished
ID Code25563

Export

Actions (login required)

View Item