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How the credibility of places affects the processing of advertising claims: A partial test of the B2B communication effects model

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  • Wilson, Rick T.
  • Baack, Daniel W.

Abstract

Using an economic development context, this study tests a portion of the revised B2B communication effects model, which added source credibility as an antecedent to message processing. This exploratory study examines how the perceived credibility of a nation brand influences message persuasiveness under varying levels of argument quality and issue involvement. Applying dimensions of source credibility to place advertising, the research uses an online, between-subjects experiment with a sample of site-selection managers to measure their responses to foreign direct investment seeking advertisements. In nearly all conditions, results suggest source credibility by itself has a stronger influence over message persuasiveness than either argument quality or involvement.

Suggested Citation

  • Wilson, Rick T. & Baack, Daniel W., 2023. "How the credibility of places affects the processing of advertising claims: A partial test of the B2B communication effects model," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005970
    DOI: 10.1016/j.jbusres.2023.114238
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    References listed on IDEAS

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    1. Paul, Justin & Feliciano-Cestero, María M., 2021. "Five decades of research on foreign direct investment by MNEs: An overview and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 800-812.
    2. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    3. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
    4. Newell, Stephen J. & Goldsmith, Ronald E., 2001. "The development of a scale to measure perceived corporate credibility," Journal of Business Research, Elsevier, vol. 52(3), pages 235-247, June.
    5. Avraham, Eli, 2020. "Nation branding and marketing strategies for combatting tourism crises and stereotypes toward destinations," Journal of Business Research, Elsevier, vol. 116(C), pages 711-720.
    Full references (including those not matched with items on IDEAS)

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