Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach
Melewar, T. C.
MetadataShow full item record
Purpose – This study uses signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach – A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis. Findings – The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs. Originality/value – Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.
Qualitative Market Research: An International Journal;
Hussain, S., Melewar, T.C., Priporas, C. and Foroudi, P. (2020) 'Advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image: A qualitative approach', Qualitative Market Research: An International Journal.
Article published in Qualitative Market Research: An International Journal on 29 May 2020, available at: https://doi.org/10.1108/QMR-12-2017-0175.
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
Showing items related by title, author, subject and abstract.
Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility Hussain, Shahzeb; Melewar, T. C.; Priporas, Constantinos-Vasilios; Foroudi, Pantea (Elsevier, 2020-01-15)Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, both directly and based on the ...
To critically evaluate the marketing strategy and promotional techniques implemented by Camp America. Jordan, Sophie (Cardiff Metropolitan University, 2012)In times where competition within the youth travel market is extremely dense, consumer power is increasing; therefore companies now need to create new innovative ideas within their marketing strategy in order to penetrate ...
James, Naomi (Cardiff Metropolitan University, 2012)The principle aim for which the research project was undertaken was to discover if on car advertising in Formula One was an effective form of promotion for the sponsors. The scope of the project could have allowed an ...