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.) 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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