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

Natalia Yannopoulou, Epaminondas Koronis, Richard Elliott

Research output: Contribution to journalArticle

25 Citations (Scopus)

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.
LanguageEnglish
Pages530-546
Number of pages17
JournalJournal of Marketing Management
Volume27
Issue number5-6
DOIs
StatusPublished - 2011

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Brand trust
Amplification
Consumer experience
Public perception
Methodology
Mass media

Cite this

Media amplification of a brand crisis and its affect on brand trust. / Yannopoulou, Natalia; Koronis, Epaminondas; Elliott, Richard.

In: Journal of Marketing Management, Vol. 27, No. 5-6, 2011, p. 530-546.

Research output: Contribution to journalArticle

Yannopoulou, Natalia ; Koronis, Epaminondas ; Elliott, Richard. / Media amplification of a brand crisis and its affect on brand trust. In: Journal of Marketing Management. 2011 ; Vol. 27, No. 5-6. pp. 530-546.
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