The effect of advertising credibility: could it change consumers attitude and purchase intentions?

Abstract

The aim of this research is to investigate whether brand versus experience oriented advertising has an influence on the relationship between advertising credibility and consumers’ attitude and purchase intentions. Hereby, it examines what kind of effect different advertising formats have on consumers’ perception about advertising. Based on a sample of 100 respondents, acquired from an online survey, this study finds that consumers trust a brand more, believe a brand is more authentic and are able to affirm themselves with a brand more easily when they are exposed to brand oriented ads. Moreover, it is shown that when the semantic memory of consumers is being triggered within ads the brand image consumers have about a brand is stimulated. This indicates that brand oriented advertisements are more effective in creating the perception of a trustworthy, authentic and affirmable brand. Regressions on the multiple relationships between the credibility drivers trust, authenticity, affirmation and consumers’ attitude and purchase intentions show that the only significant proven relationship is the one between attitude towards brands and purchase intentions. The three drivers of advertising credibility do not influence this relationship. Consumers do not have a better attitude or higher purchase intentions because of advertising credibility.

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