Brand trust on open television networks and its consequences after a mega-disaster in an emergent country

Judith Cavazos-Arroyo, Rogelio Puente-Díaz


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.


open television networks; brand trust; corporate credibility; audience

Texto completo:

PDF (English)


ADAMS-BLOOM, T.; CLEARY, J. Staking a claim for social responsibility: An argument for the dual responsibility model. The international journal on media management, United Kingdom, v. 11, n.1, p.1-8, February. 2009.

ATKIN, J. L., MCCARDLE, M.; NEWELL, S. J. The role of advertiser motives in consumer evaluations of ‘responsibility’ messages from the alcohol industry. Journal of Marketing Communications, United Kingdom, v.14, n.4, p. 315-335, July, 2008.

BABIAK, K.; TRENDAFILOVA, S. CSR and environmental responsibility: motives and pressures to adopt green management practices. Corporate social responsibility and environmental management, United States, v.18, n.1, p. 11-24, January, 2011.

BAKSHI, M.; MISHRA, P. Drivers of brand equity of television news channels: evidences from emerging market. Marketing Intelligence & Planning, United Kingdom, v. 35, n.1, p. 147-162, July. 2017.

BBC. El caso de "Frida Sofía" en la escuela derrumbada por el terremoto en México revive la historia de "Monchito", el niño del sismo de 1985 que tampoco existió. BBC Mundo. September 22, 2018. Retrieved from: . Accessed: May 30, 2018.

BERTELS, S.; PELOZA, J. (2008). Running just to stand still? Managing CSR reputation in an era of ratcheting expectations. Corporate Reputation Review, United Kingdom, v. 11, p. 56–72, March. 2008.

BRYANT, J.; ZILLMANN, D. Media effects: Advances in theory and research. London: Lawrence Erlbaum Associates, 2002. 629 p.

BUM CHUNG, J.; WOONG YUN, G. Media and social amplification of risk: BSE and H1N1 cases in South Korea. Disaster Prevention and Management: An International Journal, United Kingdom, v.22, n. 2, p. 148-159, July, 2013.

CARROLL, C. E.; MCCOMBS, M. E. Agenda-setting effects of business news on the public’s images and opinions about major corporations. Corporate Reputation Review, United Kingdom, v.6, n.1, p. 36-46, April. 2003.

CHAN-OLMSTED, S. Media branding in a changing world: Challenges and opportunities 2.0. The international journal on media management, United Kingdom, v.13, n.1, p. 3-19. March. 2011.

CHAVEZ, N., ALMASY, S., SANCHEZ, R.; SIMON, D. Central Mexico earthquake Kills more than 200, topples buildings, CNN. September 20, 2017. Retrieved from: Accessed: June 2, 2018.

CORONA, L. Roban anunciantes a la televisión abierta. Expansion. April 24, 2016. Retrieved from: Accessed: June 4, 2018.

CULNAN, M. J., MCHUGH, P. J.; ZUBILLAGA, J. I.. How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, United States, v.9, n. 4, p. 243-259, December. 2010.

DAVCIK, N. S.; SHARMA, P. Marketing resources, performance, and competitive advantage: A review and future research directions. Journal of Business Research, Netherlands v. 69, n. 12, p. 5547-5552, December. 2016.

DAY, G. S. The capabilities of market-driven organizations. Journal of Marketing, United States, v.58, p. 37-52, October. 1994.

DEEPHOUSE, D.; HEUGENS, P. Linking social issues to organizational impact: The role of infomediaries and the infomediary process. Journal of Business Ethics, Netherlands, v. 86, n.4, p. 541–553, June. 2009.

DELGADO-BALLESTER, E., MUNUERA-ALEMAN, J. L.; YAGUE-GUILLEN, M. J. Development and validation of a brand trust scale. International Journal of Market Research, United Kingdom, v.45, n.1, 35-54, January. 2003.

DELGADO-BALLESTER, E.; HERNANDEZ-ESPALLARDO, M. Building online brands through brand alliances in internet. European Journal of Marketing, United Kingdom v. 42, n.9–10, p. 954–976, July. 2008.

DELGADO-BALLESTER, E.; MUNUERA-ALEMÁN, J. L. Brand trust in the context of consumer loyalty. European Journal of marketing, United Kingdom, v.35, n.11/12, p. 1238-1258, July. 2001.

DE RUYTER, K., WETZELS, M.; KLEIJNEN, M. Customer adoption of e-service: an experimental study. International journal of service industry management, United Kingdom, v. 12, n.2, p. 184-207, July. 2001.

DONG, Y., HU, S.; ZHU, J. From source credibility to risk perception: How and when climate information matters to action. Resources, Conservation and Recycling, Netherlands, v. 136, p. 410-417, May. 2018.

FEATHERMAN, M. S., MIYAZAKI, A. D.; SPROTT, D. E. Reducing online privacy risk to facilitate e-service adoption: the influence of perceived ease of use and corporate credibility. Journal of Services Marketing, United Kingdom, v. 24, n.3, p. 219-229, July. 2010.

FISCHHOFF, B., BOSTROM, A.; QUADREL, M.J. Risk perception and communication. Annual Review of Public Health, United States, v.14, p. 183-203, November. 1993.

GOLD, A. H., MALHOTRA, A.; SEGARS, A. H. Knowledge management: An organizational capabilities perspective. Journal of management information systems, United States, v.18, n.1, p. 185-214, January, 2001.

GOLDSMITH, R. E., LAFFERTY, B. A.; NEWELL, S. J. The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, United Kingdom, v.29, n.3, p. 43-54, May. 2000.

GREGORY, J.R. Marketing Corporate Image: the company as your number one product. Lincolnwood, IL: NTC Business Books. 1991. 274 p.

GULYÁS, Á. Demons into angels? Corporate social responsibility and media organisations. Critical Survey, United States, v.3, n.2, 56-74, summer. 2011.

GUO, Y.; LI, Y. Getting ready for mega-disasters: the role of past experience in changing disaster consciousness. Disaster Prevention and Management, United Kingdom, v.25, n.4, p. 492-50, July. 2016.

GÜRHAN-CANLI, Z.; BATRA, R. When corporate image affects product evaluations: The moderating role of perceived risk. Journal of marketing research, United States, v.41, n.2, p. 197-205, May, 2004.

HATCH, J. M.; SCHULTZ, M. Bringing the corporation into corporate branding. European Journal of marketing, United Kingdom, v.37, n.7/8, p. 1041-1064, July. 2003.

HOEFFLER, S.; KELLER, K. L. Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, United States v.21, n.1, p.78-89, Spring, 2002.

HONGYOUN, K.; KIM, J. The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi-channel context. International Journal of Retail & Distribution Management, United States, v.37, n.2, p. 126-141, December. 2009.

HOU, J.; REBER, B. H. Dimensions of disclosures: Corporate social responsibility (CSR) reporting by media companies. Public Relations Review, United States, v.37, n.2, p. 166-168, June. 2011.

HUR, W.-M., KIM, H.; WOO, J. How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, Netherlands, v. 125, n.1, p.75-86, November. 2014.

HURLEY, R., GONG, X.; WAQAR, A. Understanding the loss of trust in large banks. International Journal of Bank Marketing, United Kingdom, v.32, n.5, p. 348-366, July. 2014.

HYUN BAEK, T.; WHITEHILL KING, K. Exploring the consequences of brand credibility in services. Journal of Services Marketing, United Kingdom, v.25, n.4, p. 260-272, November. 2011.

INGENHOFF, D.; KOELLING, A. M. Media governance and corporate social responsibility of media organizations: an international comparison. Business Ethics: A European Review, United Kingdom, v. 21, n.2, p. 154-167, March. 2012.

JOHN, G.; MARTIN, J. Effects of organizational structure of marketing planning on credibility and utilization of plan output. Journal of Marketing Research, United States, v. 21, p.170-183, May. 1984.

KARMASIN, M.; APFELTHALER, G. Integrated Corporate Social Responsibility Communication: A Global and Cross-Cultural Perspective. In DIEHL, S., KARMASIN, M., MUELLER, B., TERLUTTER, R.; WEDER, F. (Org). Handbook of Integrated CSR Communication. USA: Springer, 2017. p. 237-250.

KEOWN, C. F. Risk perceptions of Hong Kongese vs. Americans. Risk Analysis, United Kingdom, v.9, n.3, p. 401-405, September.1989.

KIM, S. S., LEE, J.; PRIDEAUX, B. Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, United Kingdom, v. 37, p. 131-145, February. 2014.

KIOUSIS, S. Exploring the impact of modality on perceptions of credibility for online news stories. Journalism Studies, United Kingdom v.7, n.2, p. 348-359, February. 2006.

KHODADAD HOSSEINI, S. H.; BEHBOUDI, L. Brand trust and image: effects on customer satisfaction. International journal of health care quality assurance, United Kingdom, v.30, n.7, p. 580-590, April. 2017.

KOHRING, M.; MATTHES, J. Trust in news media: Development and validation of a multidimensional scale. Communication research, United States, v.34, n.2, p. 231-252, April. 2007.

LAFFERTY, B. A.; GOLDSMITH, R. E. Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, Netherlands, v.44, n.2, p. 109-116, February. 1999.

LAFFERTY, B. A., GOLDSMITH, R. E.; NEWELL, S. J. The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, United Kingdom v.10, n.3, p.1-11, December. 2002.

LIN, J. S.; PEÑA, J. Are you following me? A content analysis of TV networks’ brand communication on Twitter. Journal of Interactive Advertising, United Kingdom, v.12, n.1, p.17-29, July. 2011.

LINDSAY, B.R. Social media and disasters: Current uses, future options, and policy considerations. In: CONGRESSIONAL RESEARCH SERVICE. 2011. Retrieved from Accessed: May 30, 2018.

LIS, B.; POST, M. What's on TV? The impact of brand image and celebrity credibility on television consumption from an ingredient branding perspective. International Journal on Media Management, United Kingdom, v.15. n.4, p. 229-244, December. 2013.

METZGER, M. J., FLANAGIN, A. J., EYAL, K., LEMUS, D. R.; MCCANN, R. M. Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, United Kingdom, v.27, n.1, p. 293-335, May. 2003.

MUELLER, T. S. Consumer perception of CSR: Modeling psychological motivators. Corporate Reputation Review, United Kingdom, v.17, n.3, p.195-205, August. 2014.

NAJAFI-TAVANI, S., SHARIFI, H.; NAJAFI-TAVANI, Z. Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity. Journal of Business Research, Netherlands, v. 69, n.11, , p. 5059-5064, November, 2016.

OLKKONEN, L. Audience enabling as corporate responsibility for media organizations. Journal of Media Ethics, United Kingdom, v.30, n.4, p. 268-288, August, 2015.

PAEK, H. J., OH, S. H.; HOVE, T. How fear-arousing news messages affect risk perceptions and intention to talk about risk. Health communication, United States, v.31. n.9, p.1051-1062, January. 2016.

PARKER, C.F.; PAGLIA, E. Hurricane Katrina: the complex origins of a mega-disaster. In: HELSLOOT, I., BOIN, A., JACOBS, B.; COMFORT, L.K. (Ogr.). Mega Crises: Understanding the Prospects, Nature, Characteristics and the Effects of Cataclysmic Events. Springfield, IL.: Charles C. Thomas, 2012. p. 51-65.

PRACEJUS, J. W.; OLSEN, G. D. The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, Netherlands, v.57, n.6, p. 635-640, June, 2004.

RIQUELME, R. 6 gráficos sobre el consumo audiovisual en México. El Economista. July 26, 2017. Retrieved from Accessed: June 6, 2018.

RINSDORF, L. (2017). The role of trust in value networks for journalism in a convergent media environment (pp. 223-232). In ALTMEPPEN, K.D., HOLLIFIELD, C.A.; VAN LOON, J. (Org.). Value-Oriented Media Management. USA: Springer, 2017. P. 223-232.

RUIZ MAFE, C., SANZ BLAS, S.; FERNANDO TAVERA-MESÍAS, J. A comparative study of mobile messaging services acceptance to participate in television programmes. Journal of service Management, United Kingdom, v. 21, n.1, 69-102, July. 2010.

SHIN, H., CASIDY, R., YOON, A.; YOON, S. H. Brand trust and avoidance following brand crisis: A quasi-experiment on the effect of franchisor statements. Journal of Brand Management, United Kingdom, v.23, n.5, 1-23, August. 2016.

SIMON, T., GOLDBERG, A.; ADINI, B. Socializing in emergencies—A review of the use of social media in emergency situations. International Journal of Information Management, United Kingdom, v. 35, n.5, p. 609-619, October. 2015.

SIRDESHMUKH, D., SINGH, J.; SABOL, B. Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, United States, v.66, n.1, p.15-37, January. 2002.

TORIUMI, F., BUNKYO-KU, H., SAKAKI, T., SHINODA, K., KAZAMA, K., KURIHARA, S.; NODA, I. Information sharing on twitter during the 2011 catastrophic earthquake. In PROCEEDINGS OF THE 22ND INTERNATIONAL CONFERENCE ON WORLD WIDE WEB, 2013, Rio de Janeiro, 2013. p. 1025-1028.

TSFATI, Y.; CAPPELLA, J. N.. Do people watch what they do not trust? Exploring the association between news media skepticism and exposure. Communication Research, United States, v.30, n.5, p. 504-529, October. 2003.

VORHIES, D. An investigation of the factors leading to the deployment of marketing capabilities and organizational effectiveness. Journal of Strategic Marketing, United Kingdom, v.6, n.1, p. 3-23, January. 1998.

WALTERS, G.; MAIR, J. The effectiveness of post-disaster recovery marketing messages—The case of the 2009 Australian bushfires. Journal of Travel & Tourism Marketing, United States, v.29, n.1, p.87-103, May. 2012.

WEINSTEIN, N., SANDMAN, P. M.; ROBERTS, N. E. Communicating effectively about risk magnitudes. New Brunswick, NJ: Rutgers University, Cook College, 1989. 120 p.

WHITE, K. M., POULSEN, B. E.; HYDE, M. K. (2017). Identity and personality influences on donating money, time, and blood. Nonprofit and Voluntary Sector Quarterly, United States, v.46, n.2, p. 372-394, June. 2017.

WU, X.; LI, X. Effects of Mass Media Exposure and Social Network Site Involvement on Risk Perception of and Precautionary Behavior toward the haze issue in China. International Journal of Communication. United States, v. 11, n. 23, p. 3975-3997, January. 2017.

ZAGEFKA, H.; JAMES, T. The psychology of charitable donations to disaster victims and beyond. Social Issues and Policy Review, United Kingdom, v. 9, n.1, p. 155-192, January. 2015.

ZHANG, J.; BLOEMER, J. M. The impact of value congruence on consumer-service brand relationships. Journal of Service Research, United States, v.11, n.2, p.161-178, August. 2008.



  • Não há apontamentos.

Licença Creative Commons
Comunicação Mídia e Consumo está licenciado com uma Licença Creative Commons Atribuição 4.0 Internacional.

Diretórios e Indexadores: SCOPUS lREVCOM l UNIVERCIENCIA l Sumá l LIVRE l Latindex l EBSCO l CENGAGE Learning l DOAJ l IBICT/SEER l Portal de Periódicos da CAPES l Diadorim  |  

Rua: Dr. Álvaro Alvim, 123 - Vila Mariana - São Paulo - SP

CEP: 04018-010 - e-mail: