Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach

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Author
Hussain, Shahzeb
Melewar, T. C.
Priporas, Costas
Foroudi, Pantea
Date
2020-05-29Acceptance date
2020-03-22
Type
Article
Publisher
Emerald
ISSN
1352-2752
Metadata
Show full item recordAbstract
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.
Journal/conference proceeding
Qualitative Market Research: An International Journal;
Citation
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.
Description
Article published in Qualitative Market Research: An International Journal on 29 May 2020, available at: https://doi.org/10.1108/QMR-12-2017-0175.
Sponsorship
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
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