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

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posted on 2022-10-04, 13:44 authored by Shahzeb Hussain, T.C. Melewar, Constantinos-Vasilios Priporas, Pantea Foroudi

 

Purpose

This paper aims to use 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.

History

Published in

Qualitative Market Research

Publisher

Emerald

Version

  • AM (Accepted Manuscript)

Citation

Hussain, S., Melewar, T.C., Priporas, C.V. and Foroudi, P. (2020), "Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach", Qualitative Market Research, Vol. 23 No. 4, pp. 549-573. https://doi.org/10.1108/QMR-12-2017-0175

Electronic ISSN

1352-2752

Cardiff Met Affiliation

  • Cardiff School of Management

Cardiff Met Research Centre/Group

  • Welsh Centre for Business and Management Research

Copyright Holder

  • © The Publisher

Language

  • en

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