Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
This investigation examined the effect of brand trust on open television networks on perceptions the audiences, after a scandal during a mega-disaster in Mexico. A quantitative research was developed and personal survey was applied to 300 Mexicans who experienced the earthquake and followed a media...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2018 |
| País: | Brasil |
| Institución: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositorio: | Comunicação, Mídia e Consumo (Online) |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.revistacmc.espm.br:article/1798 |
| Acceso en línea: | https://revistacmc.espm.br/revistacmc/article/view/1798 |
| Access Level: | acceso abierto |
| Palabra clave: | open television networks brand trust corporate credibility audience |
| Sumario: | This investigation examined the effect of brand trust on open television networks on perceptions the audiences, after a scandal during a mega-disaster in Mexico. A quantitative research was developed and personal survey was applied to 300 Mexicans who experienced the earthquake and followed a media scandal during the recue works. Results showed that even the scandal, brand trust on open television companies had a positive effect on corporate social responsibility and marketing ability perceptions of audiences. In addition, both affected the corporate credibility and this had a significant effect in the perception of mega-disaster risk and the willingness to donate for the victims. The paper provides useful information on the relevance of brand trust of broadcasters by open television audiences. |
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