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

Hussain, Shahzeb, Melewar, T. C., Priporas, Constantinos-Vasilios ORCID: https://orcid.org/0000-0003-1061-4279 and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2020) Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach. Qualitative Market Research: An International Journal, 23 (4) . pp. 549-573. ISSN 1352-2752 [Article] (doi:10.1108/QMR-12-2017-0175)

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Abstract

Purpose – The aim of this study is to understand the concept of advertising credibility and examine its effects on brand credibility, corporate credibility and corporate image.

Design/methodology/approach – A qualitative approach was used. Ten interviews and four mini focus groups were conducted among participants drawn from the 32 London boroughs. Data was analysed by using thematic analysis.

Findings - The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, reliable and warranted; and on the basis that it delivers what it promises about the products/service. The findings also suggest that advertising credibility has a positive effect on brand credibility, corporate credibility and corporate image.

Originality/value – Advertising credibility has received little attention in the literature. This is the first study, which has exploratory examined its effects on brand credibility, corporate credibility, and corporate image.

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