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

Abstract 
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.