Advertising and brand trust: perspectives from the UK and Italy

Annie Danbury, M Palazza, Kathleen Mortimer, A Siano

Research output: Contribution to Book/ReportConference Contributionpeer-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 languageEnglish
Title of host publicationProceedings of the 18th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future
PublisherUniversity of Salerno
Pages1-11
Number of pages11
ISBN (Print)9788890687365
Publication statusPublished - 1 Apr 2013
Event8th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future - University of Salerno, Salerno, Italy
Duration: 11 Apr 201312 Apr 2013

Conference

Conference8th International Conference on Corporate and Marketing Communication: Responsible Communication - Past, Present, Future
CountryItaly
CitySalerno
Period11/04/1312/04/13

Keywords

  • Advertising
  • Brand
  • Trust
  • UK
  • Italy

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