Trust me I am an advert! : how to create trusting brand identity through advertising

2.50
Hdl Handle:
http://hdl.handle.net/10547/244255
Title:
Trust me I am an advert! : how to create trusting brand identity through advertising
Authors:
Mortimer, Kathleen; Danbury, Annie Hagen
Abstract:
Since the importance of Relationship Marketing has been recognised, there has been considerable discussion in the Marketing literature on Trust generally. However, the creation of a trusting brand identity through advertising has received little attention. This paper is our first step towards examining this relationship. Focus group research was undertaken to identify the characteristics of print advertisements perceived as portraying a trusting image. Reasons for trusting a brand were also explored. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. Consumers are also quite critical of current advertising efforts in building a trusting brand image.
Affiliation:
University of Northampton
Publisher:
European Advertising Academy
Journal:
ICORIA Conference Proceedings
Issue Date:
29-Jun-2012
URI:
http://hdl.handle.net/10547/244255
Type:
Meetings and Proceedings
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorMortimer, Kathleenen_GB
dc.contributor.authorDanbury, Annie Hagenen_GB
dc.date.accessioned2012-09-17T09:50:36Z-
dc.date.available2012-09-17T09:50:36Z-
dc.date.issued2012-06-29-
dc.identifier.urihttp://hdl.handle.net/10547/244255-
dc.description.abstractSince the importance of Relationship Marketing has been recognised, there has been considerable discussion in the Marketing literature on Trust generally. However, the creation of a trusting brand identity through advertising has received little attention. This paper is our first step towards examining this relationship. Focus group research was undertaken to identify the characteristics of print advertisements perceived as portraying a trusting image. Reasons for trusting a brand were also explored. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. Consumers are also quite critical of current advertising efforts in building a trusting brand image.en_GB
dc.publisherEuropean Advertising Academyen_GB
dc.subjecttrusten_GB
dc.subjectprint advertisingen_GB
dc.subjectbrand identityen_GB
dc.subjectadvertisingen_GB
dc.titleTrust me I am an advert! : how to create trusting brand identity through advertising-
dc.typeMeetings and Proceedingsen
dc.contributor.departmentUniversity of Northamptonen_GB
dc.identifier.journalICORIA Conference Proceedingsen_GB
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