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

Judith Cavazos-Arroyo, Rogelio Puente-Díaz

Resumo


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.


Palavras-chave


open television networks; brand trust; corporate credibility; audience

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Referências


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DOI: http://dx.doi.org/10.18568/cmc.v15i44.1798

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