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dc.contributor.authorHussain, Shahzeb
dc.contributor.authorMelewar, T. C.
dc.contributor.authorPriporas, Costas
dc.contributor.authorForoudi, Pantea
dc.date.accessioned2020-03-24T10:18:26Z
dc.date.available2020-03-24T10:18:26Z
dc.date.issued2020
dc.identifier.citationHussain, 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.en_US
dc.identifier.issn1352-2752
dc.identifier.urihttp://hdl.handle.net/10369/10968
dc.descriptionArticle accepted for publication in Qualitative Market Research: An International Journal.en_US
dc.description.abstractPurpose – 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.en_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.relation.ispartofseriesQualitative Market Research: An International Journal;
dc.titleAdvertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image: A qualitative approachen_US
dc.typeArticleen_US
dcterms.dateAccepted2020-03-22
rioxxterms.funderCardiff Metropolitan Universityen_US
rioxxterms.identifier.projectCardiff Metropolian (Internal)en_US
rioxxterms.versionAMen_US
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserveden_US
rioxxterms.licenseref.startdate2020-03-24
rioxxterms.freetoread.startdate2100-01-01
rioxxterms.funder.project37baf166-7129-4cd4-b6a1-507454d1372een_US


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