haku: @indexterm marketing / yhteensä: 4535
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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. |
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