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

Bachelor thesis English OPEN
Diep, Lisa; Stedt, Amanda;
(2014)
  • Publisher: Högskolan Kristianstad, Sektionen för hälsa och samhälle
  • Subject: brand image | trustworthiness | non-profit | humanitarian organization | crisis management

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 corrupti... View more
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