Yannopoulou, N., Koronis, E. and Elliott, R. 2011. Media amplification of brand crisis and its affect on brand trust. Journal of Marketing Management. 27 (5-6), pp. 530-546. https://doi.org/10.1080/0267257X.2010.498141
| Title | Media amplification of brand crisis and its affect on brand trust |
|---|---|
| Authors | Yannopoulou, N., Koronis, E. and Elliott, R. |
| 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. |
| Keywords | brand trust; perceptions of risk; media; crises; product recall; food sector |
| Journal | Journal of Marketing Management |
| Journal citation | 27 (5-6), pp. 530-546 |
| ISSN | 0267-257X |
| Year | 2011 |
| Publisher | Taylor & Francis |
| Digital Object Identifier (DOI) | https://doi.org/10.1080/0267257X.2010.498141 |
| Publication dates | |
| Published | 2011 |