KOREASCHOLAR

COUNTRY OF ORIGIN (COO) AS A DETERMINANT OF ADVERTISING CREDIBILITY

Carmen Lopez, George Balabanis, Nikoletta Theofania Siamagka
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422646
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.528
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on the Stereotype Content Model and the credibility and persuasion literature, this study examines the influence of COO on advertising claim credibility and purchase intentions. A set of hypotheses were developed and tested with an experimental design on a British sample of consumers.

Keyword
CredibilityCountry of originStereotype content modelAdvertising
Author
  • Carmen Lopez(University of Southampton, United Kingdom)
  • George Balabanis(City University of London, United Kingdom)
  • Nikoletta Theofania Siamagka(Aristotle University of Thessaloniki, Greece)