A Shopping List Experiment of the Impact of Advertising on Brand Images

Reid, Leonard N.; Buchanan, Lauranne

doi:10.1080/00913367.1979.10717973

Cited by 5 publications

(3 citation statements)

References 5 publications

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“…However, if advertising credibility is low, then it can cause harm to the overall image of the corporation. These findings are consistent with those of previous researchers (Reid and Buchanan, 1979;Ashikali et al, 2017), who have confirmed that advertising plays an important role and is one of the most efficient means of conveying the image of the corporation. According to the participants:…”

Section: Effect Of Advertising Credibility On Corporate Imagesupporting

confidence: 93%

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

Hussain

Melewar

Priporas

et al. 2020

QMR

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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.

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Section: Effect Of Advertising Credibility On Corporate Imagesupporting

confidence: 93%

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

Hussain

Melewar

Priporas

et al. 2020

QMR

View full text Add to dashboard Cite

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“…Starting with Haire's (1950) classic study of the differences in images of regular and instant coffee users, a number of studies have given new meaning to the phrase, "you are what you eat," by finding systematic effects of food and restaurant choices on impression formation (Anderson 1978;Belk 1978;Hill 1968;Holbrook and Hughes 1978;Orpen and Chase 1976;Reid and Buchanan 1979;Sadalla and Burroughs 1981;Sommers 1964;Webster and Von Pechman 1970;Westfall, Boyd, and Campbell 1957). Despite Evans' (1959) failure to find striking differences in Ford and Chevrolet buyers, a number of studies show distinctive attributions are made to the owners of different types of automobiles (Belk, Mayer, and Bahn, forthcoming;Doob and Gross 1968;Green and Wind 1973;Grubb and Hupp 1968;King andKing 1980a, 1980b;Munson and Spivey 1981;Wells et al 1957).…”

Section: The Journal Of Consumer Researchmentioning

confidence: 99%

Developmental Recognition of Consumption Symbolism

Belk¹,

Bahn²,

Mayer³

1982

J CONSUM RES

464

268

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“…The study, which preceded the publication of McClelland et al's (1953) book, was principally descriptive. Haire's approach is known as the "shopping list experiment" (Reid and Buchanan, 1978).…”

Section: Introductionmentioning

confidence: 99%

Projective techniques in US marketing and management research

Soley

2010

Qualitative Market Research: An International Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland, Atkinson, Clark and Lowell's study, The Achievement Motive (1953), has had on subsequent research. That work applied quantitative analysis to responses obtained using projective techniques. Design/methodology/approach -The approaches used in this paper consist of descriptive historical methods and a literature review. The historical analysis was conducted using Kuhn's 1967 conception of paradigms, showing that the paradigm from which projective techniques emergedpsychoanalysis -failed to gather many adherents outside the discipline of psychology. The paradigm failed to gain adherents in US colleges of business, although there are some exceptions. One exception is managerial motivation research, which built on the traditions of The Achievement Motive. The literature review suggests that, despite lacking institutional bases that could be used to develop new adherents to the paradigm, projective techniques were used by a number of researchers, but this research was marginalized, criticized or misunderstood by adherents of the dominant paradigm, positivism. Findings -Some of the criticism directed at projective techniques research by positivists involves criticism of the paradigm's assumption that humans have an unconscious, and a belief that projective techniques are unreliable and invalid. This paper points out that a growing number of cognitive psychologists now accept the existence of an unconscious, and measure it using the "implicit association test." This paper argues that the IAT is an associational test is the tradition of word association. Moreover, the literature review shows that projective techniques are much more reliable than critics contend, and exhibit greater predictive validity than many positivist instruments. Research limitations/implications -As with all literature reviews, this one does not include every published research study using projective techniques. As a consequence, the conclusions may not be generalizable to the studies excluded from the analysis. Originality/value -The p...

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A Shopping List Experiment of the Impact of Advertising on Brand Images

Cited by 5 publications

References 5 publications

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

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

Developmental Recognition of Consumption Symbolism

Projective techniques in US marketing and management research

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