publication . Bachelor thesis . 2014

In HOs we trust : how crises affect brand image and trustworthiness in humanitarian organizations

Diep, Lisa; Stedt, Amanda;
Open Access English
  • Published: 01 Jan 2014
  • Publisher: Högskolan Kristianstad, Sektionen för hälsa och samhälle
  • Country: Sweden
During the past five years the Red Cross has been involved in two different internal crises. All of them can be related to trustworthiness and brand image. Why would someone keep donating money to an organization that has been involved in fraud and suspicion of corruption? The purpose of this dissertation is to explore how non-governmental (NGO) and non-profit (NPO) organizations rebuild their brand image and trustworthiness after a crisis. We will look at the problem from both the organization’s and the public’s point of view. The dissertation is based on theories about brand image, trustworthiness and crisis management. For the theoretical framework a model wa...
free text keywords: brand image, trustworthiness, non-profit, humanitarian organization, crisis management
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