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

Natalia Yannopoulou, Epaminondas Koronis, Richard Elliott

Research output: Contribution to journalArticlepeer-review

68 Citations (SciVal)


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.
Original languageEnglish
Pages (from-to)530-546
Number of pages17
JournalJournal of Marketing Management
Issue number5-6
Publication statusPublished - 2011


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