Northampton Electronic Collection of Theses and Research

Cultural perspectives on advertising perceptions and brand trustworthiness

Danbury, A., Palazzo, M., Mortimer, K. and Siano, A. (2018) Cultural perspectives on advertising perceptions and brand trustworthiness. In: Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications :. IGI Global. pp. 1524-1543.

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Danbury_etal_IGI_2018_Cultural_Perspectives_on_Advertising_Perceptions_and_Brand_Trustworthiness
Danbury_etal_IGI_2018_Cultural_Perspectives_on_Advertising_Perceptions_and_Brand_Trustworthiness.pdf - Published Version
Information
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.
Creators:
Danbury, A., Palazzo, M., Mortimer, K. and Siano, A.
Publisher:
IGI Global
Faculties, Divisions and Institutes:
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date:
2018
Date Type:
Publication
Page Range:
pp. 1524-1543
Title of Book:
Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications :
Number of Pages:
20
Language:
English
ISBN:
9781522571162
DOI:
10.4018/978-1-5225-7116-2.ch082
Status:
Published / Disseminated
Refereed:
No
Related URLs:
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