Media amplification of brand crisis and its affect on brand trust

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

TitleMedia amplification of brand crisis and its affect on brand trust
AuthorsYannopoulou, 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.

Keywordsbrand trust; perceptions of risk; media; crises; product recall; food sector
JournalJournal of Marketing Management
Journal citation27 (5-6), pp. 530-546
ISSN0267-257X
Year2011
PublisherTaylor & Francis
Digital Object Identifier (DOI)https://doi.org/10.1080/0267257X.2010.498141
Publication dates
Published2011

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