Northampton Electronic Collection of Theses and Research

Cultural perspectives on advertising perceptions and brand trustworthiness

Danbury, A., Palazza, M., Mortimer, K. and Siano, A. (2015) Cultural perspectives on advertising perceptions and brand trustworthiness. In: Alcantara-Pilar, J. M., Barrio-Garcia, S. d., Crespo-Almendros, E. and Porcu, L. (eds.) Alcantara-Pilar, Juan Miguel, Barrio-Garcia, Salvador del, Crespo-Almendros, Esmeralda and Porcu, Lucia Analyzing the Cultural Diversity of Consumers in the Global Marketplace. Hershey, PA: IGI Global. pp. 207-226.

Item Type: Book Section
Abstract: The creation of a trustworthy brand identity through advertising has received relatively little attention in European marketing research. Thus, in this chapter, 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 trustworthy image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trustworthy. However, findings in this chapter 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 trustworthy brand image. A discussion of potential solutions and future research directions is provided.
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.123 Communication in marketing
H Social Sciences > HF Commerce > HF5801 Advertising
H Social Sciences > HD Industries. Land use. Labor > HD69.B7 Branding
Creators: Danbury, Annie, Palazza, M, Mortimer, Kathleen and Siano, A
Editors: Alcantara-Pilar, Juan Miguel, Barrio-Garcia, Salvador del, Crespo-Almendros, Esmeralda and Porcu, Lucia
Publisher: IGI Global
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: April 2015
Date Type: Publication
Page Range: pp. 207-226
Title of Book: Analyzing the Cultural Diversity of Consumers in the Global Marketplace
Series Name: Advances in marketing, customer relationship management, and E-services (AMCRMES) book series
Place of Publication: Hershey, PA
Number of Pages: 403
Language: English
ISBN: 9781466682627
Status: Published / Disseminated
URI: http://nectar.northampton.ac.uk/id/eprint/7449

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