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.
| Item Type: | Book Section |
|---|---|
| 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, Annie, Palazza, M, Mortimer, Kathleen 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: | |
| URI: | http://nectar.northampton.ac.uk/id/eprint/13088 |
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