Advertising and brand trust: perspectives from the UK and Italy

2.50
Hdl Handle:
http://hdl.handle.net/10547/622272
Title:
Advertising and brand trust: perspectives from the UK and Italy
Authors:
Danbury, Annie Hagen; Palazzo, Maria; Mortimer, Kathleen; Siano, Alfonso
Abstract:
The creation of a trusting brand identity through advertising has received relatively little attention in European marketing research. We explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trusting image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. However, findings also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trusting brand image. 
Affiliation:
University of Bedfordshire; University of Salerno; University of Northampton
Citation:
Danbury A, Palazzo M, Mortimer K, Siano A (2017) 'Advertising and brand trust: perspectives from the UK and Italy', International Conference on Corporate & Marketing Communication - Salerno.
Issue Date:
25-Sep-2017
URI:
http://hdl.handle.net/10547/622272
Type:
Conference papers, meetings and proceedings
Language:
en
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorDanbury, Annie Hagenen
dc.contributor.authorPalazzo, Mariaen
dc.contributor.authorMortimer, Kathleenen
dc.contributor.authorSiano, Alfonsoen
dc.date.accessioned2017-10-09T11:56:50Z-
dc.date.available2017-10-09T11:56:50Z-
dc.date.issued2017-09-25-
dc.identifier.citationDanbury A, Palazzo M, Mortimer K, Siano A (2017) 'Advertising and brand trust: perspectives from the UK and Italy', International Conference on Corporate & Marketing Communication - Salerno.en
dc.identifier.urihttp://hdl.handle.net/10547/622272-
dc.description.abstractThe creation of a trusting brand identity through advertising has received relatively little attention in European marketing research. We explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trusting image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. However, findings also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trusting brand image. en
dc.language.isoenen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectadvertisingen
dc.subjectbrand trusten
dc.subjectUnited Kingdomen
dc.subjectItalyen
dc.subjectN561 Advertisingen
dc.titleAdvertising and brand trust: perspectives from the UK and Italyen
dc.typeConference papers, meetings and proceedingsen
dc.contributor.departmentUniversity of Bedfordshireen
dc.contributor.departmentUniversity of Salernoen
dc.contributor.departmentUniversity of Northamptonen
dc.date.updated2017-10-09T11:39:25Z-
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