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 . ISSN 1352-2752 [Article] (Published online first) (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.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 29573
Notes on copyright: Copyright © 2020, Emerald Publishing Limited.
This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
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Depositing User: Pantea Foroudi
Date Deposited: 23 Mar 2020 08:38
Last Modified: 15 Aug 2020 06:50
URI: https://eprints.mdx.ac.uk/id/eprint/29573

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