Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach
نویسندگان
چکیده
منابع مشابه
investment in brand reinforcement and credibility in advertising
recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral intentions. hypotheses were tested on data collected from 467 customers of mellat bank in semnan province in i...
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In a world of fierce competition and emergence internet as a powerful media, gaining the attention of the customer and persuading them to buy products and services is becoming difficult and important. Although, advertising has been proved to be effective in providing information, yet its credibility had been questioned consistently. Thus, it is important for the marketers to understand the conc...
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In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers' claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced b...
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The open nature of the World Wide Web makes evaluating webpage credibility challenging for users. In this paper, we aim to automatically assess web credibility by investigating various characteristics of webpages. Specifically, we first identify features from textual content, link structure, webpages design, as well as their social popularity learned from popular social media sites (e.g., Faceb...
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Brands can affect various stages of consumer choice processes, and hence, various components of consumer utility functions. Previous conceptual and empirical work focused on the effects of brands on consumer perceptions of tangible and intangible product attributes. In this paper, we extend the work on brand effects with information economics underpinnings to analyze whether consumer price sens...
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ژورنال
عنوان ژورنال: Qualitative Market Research: An International Journal
سال: 2020
ISSN: 1352-2752,1352-2752
DOI: 10.1108/qmr-12-2017-0175