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.
Yannopoulou, N., Koronis, E., & Elliott, R. (2011). Media amplification of a brand crisis and its affect on brand trust. Journal of Marketing Management, 27(5-6), 530-546. https://doi.org/10.1080/0267257X.2010.498141