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

Detalhes bibliográficos
Autor(a) principal: Cavazos-Arroyo, Judith
Data de Publicação: 2018
Outros Autores: Puente-Díaz, Rogelio
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/1798
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.
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spelling Brand trust on open television networks and its consequences after a mega-disaster in an emergent countryopen television networksbrand trustcorporate credibilityaudienceThis 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. Escola Superior de Propaganda e Marketing2018-12-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionA quantitative research was developed and personal survey was appliedapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/179810.18568/cmc.v15i44.1798Comunicação Mídia e Consumo; Vol. 15 No. 44 (2018): SETEMBRO/DEZEMBRO; 459-481Comunicação Mídia e Consumo; Vol. 15 Núm. 44 (2018): SETEMBRO/DEZEMBRO; 459-481Comunicação Mídia e Consumo; v. 15 n. 44 (2018): SETEMBRO/DEZEMBRO; 459-4811983-707010.18568/cmc.v15i44reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/1798/pdfhttps://revistacmc.espm.br/revistacmc/article/view/1798/pdf_1Copyright (c) 2018 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessCavazos-Arroyo, JudithPuente-Díaz, Rogelio2019-04-30T13:49:45Zoai:ojs.revistacmc.espm.br:article/1798Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2019-04-30T13:49:45Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
title Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
spellingShingle Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
Cavazos-Arroyo, Judith
open television networks
brand trust
corporate credibility
audience
title_short Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
title_full Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
title_fullStr Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
title_full_unstemmed Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
title_sort Brand trust on open television networks and its consequences after a mega-disaster in an emergent country
author Cavazos-Arroyo, Judith
author_facet Cavazos-Arroyo, Judith
Puente-Díaz, Rogelio
author_role author
author2 Puente-Díaz, Rogelio
author2_role author
dc.contributor.author.fl_str_mv Cavazos-Arroyo, Judith
Puente-Díaz, Rogelio
dc.subject.por.fl_str_mv open television networks
brand trust
corporate credibility
audience
topic open television networks
brand trust
corporate credibility
audience
description 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.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-13
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
A quantitative research was developed and personal survey was applied
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1798
10.18568/cmc.v15i44.1798
url https://revistacmc.espm.br/revistacmc/article/view/1798
identifier_str_mv 10.18568/cmc.v15i44.1798
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1798/pdf
https://revistacmc.espm.br/revistacmc/article/view/1798/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2018 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
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dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.source.none.fl_str_mv Comunicação Mídia e Consumo; Vol. 15 No. 44 (2018): SETEMBRO/DEZEMBRO; 459-481
Comunicação Mídia e Consumo; Vol. 15 Núm. 44 (2018): SETEMBRO/DEZEMBRO; 459-481
Comunicação Mídia e Consumo; v. 15 n. 44 (2018): SETEMBRO/DEZEMBRO; 459-481
1983-7070
10.18568/cmc.v15i44
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