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

Carmen Lopez; George Balabanis; Nikoletta Theofania Siamagka

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

Carmen Lopez, George Balabanis, Nikoletta Theofania Siamagka

언어ENG
URLhttps://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)

초록

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.

키워드

Credibility Country of origin Stereotype content model Advertising

저자

Carmen Lopez(University of Southampton, United Kingdom)
George Balabanis(City University of London, United Kingdom)
Nikoletta Theofania Siamagka(Aristotle University of Thessaloniki, Greece)

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