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Advertising and brand trust: perspectives from the UK and Italy

Danbury, A., Palazza, M., Mortimer, K. and Siano, A. (2013) Advertising and brand trust: perspectives from the UK and Italy. In: Proceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future :. ITA: University of Salerno. pp. 1-11.

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Danbury_etal_UoS_2013_Advertising_and_brand_trust_perspectives_from_the_UK_and_Italy.pdf - Published Version
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Abstract:
The creation of a trusting brand identity through advertising has received relatively little attention in European marketing research. We explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trusting image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. However, findings also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trusting brand image.
Uncontrolled Keywords:
Advertising, Brand, Trust, UK, Italy
Creators:
Danbury, A., Palazza, M., Mortimer, K. and Siano, A.
Publisher:
University of Salerno
Faculties, Divisions and Institutes:
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Research Centres > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Research Centres > Centre for Health Sciences and Services
Date:
1 April 2013
Date Type:
Publication
Page Range:
pp. 1-11
Title of Book:
Proceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future :
Event Title:
8th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future
Event Dates:
2013-04-11 - 2013-04-12
Place of Publication:
ITA
Event Location:
University of Salerno
Number of Pages:
11
Language:
English
ISBN:
9788890687365
Status:
Published / Disseminated
Refereed:
Yes
Related URLs:
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