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Tekijä:Yannopoulou, N.
Koronis, E.
Elliott, R.
Otsikko:Media amplification of a brand crisis and its affect on brand trust
Lehti:Journal of Marketing Management
2011 : MAY, VOL. 27:5-6, p. 530-546
Asiasana:marketing
brands
trust
risk
perception
crises
products
food industry
Kieli:eng
Tiivistelmä:This paper explores the ways in which consumers' brand trust (herein as: b-t.) during a brand crisis is affected via direct experience vs. when it is amplified through mass media. By using case-study methodology, it is found that generalised public images of a product crisis initiate a public perception of risk, providing more negative effects on b-t. than the actual consumers' experience does. Herein, the media is introduced as a 3rd partner influencing the trust relationship btw. consumers and brands. Suggestions for restoring and preserving customers' b-t. are provided.
SCIMA tietueen numero: 276374
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