Advertising and brand trust: perspectives from the UK and Italy

Annie Danbury; M Palazza; Kathleen Mortimer; A Siano

Advertising and brand trust: perspectives from the UK and Italy

Annie Danbury, M Palazza, Kathleen Mortimer, A Siano

Research output: Contribution to Book/Report › Conference Contribution › peer-review

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.

Original language	English
Title of host publication	Proceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future
Publisher	University of Salerno
Pages	1-11
Number of pages	11
ISBN (Print)	9788890687365
Publication status	Published - 1 Apr 2013
Event	8th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future - University of Salerno, Salerno, Italy Duration: 11 Apr 2013 → 12 Apr 2013

Conference

Conference	8th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future
Country/Territory	Italy
City	Salerno
Period	11/04/13 → 12/04/13

Keywords

Advertising
Brand
Trust
UK
Italy

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Danbury_etal_UoS_2013_Advertising_and_brand_trust_perspectives_from_the_UK_and_ItalyFinal published version, 474 KBLicence: CC BY-NC-ND

Cite this

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title = "Advertising and brand trust: perspectives from the UK and Italy",

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. ",

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Danbury, A, Palazza, M, Mortimer, K & Siano, A 2013, Advertising and brand trust: perspectives from the UK and Italy. in Proceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future. University of Salerno, pp. 1-11, 8th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future , Salerno, Italy, 11/04/13.

Advertising and brand trust: perspectives from the UK and Italy. / Danbury, Annie; Palazza, M; Mortimer, Kathleen et al.
Proceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future. University of Salerno, 2013. p. 1-11.

Research output: Contribution to Book/Report › Conference Contribution › peer-review

TY - GEN

T1 - Advertising and brand trust: perspectives from the UK and Italy

AU - Danbury, Annie

AU - Palazza, M

AU - Mortimer, Kathleen

AU - Siano, A

PY - 2013/4/1

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N2 - 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.

AB - 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.

KW - Advertising

KW - Brand

KW - Trust

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KW - Italy

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BT - Proceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future

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Y2 - 11 April 2013 through 12 April 2013

ER -

Advertising and brand trust: perspectives from the UK and Italy

Abstract

Conference

Keywords

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