Mortimer, K. and Danbury, A. (2012) Trust me I'm an advert! How to create a trusting brand identity through advertising. Paper presented to: .
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| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Abstract: | Since the importance of Relationship Marketing has been recognised, there has been considerable discussion in the Marketing literature on Trust generally. However, the creation of a trusting brand identity through advertising has received little attention. This paper is our first step towards examining this relationship. Focus group research was undertaken to identify the characteristics of print advertisements perceived as portraying a trusting image. Reasons for trusting a brand were also explored. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. Consumers are also quite critical of current advertising efforts in building a trusting brand image. |
| Creators: | Mortimer, Kathleen and Danbury, Annie |
| Faculties, Divisions and Institutes: |
University Faculties, Divisions and Research Centres - OLD > Research Centre > China and Emerging Economies Centre Research Centres > China and Emerging Economies Centre 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 July 2012 |
| Date Type: | Publication |
| Event Type: | Other |
| Language: | English |
| Status: | Published / Disseminated |
| Refereed: | Yes |
| Related URLs: | |
| URI: | http://nectar.northampton.ac.uk/id/eprint/4467 |
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