|Title||Media amplification of brand crisis and its affect on brand trust|
|Authors||Yannopoulou, N., Koronis, E. and Elliott, R.|
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|
|Publisher||Taylor & Francis|
|Digital Object Identifier (DOI)||doi:10.1080/0267257X.2010.498141|