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Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin

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  • Bomi Lee
  • Michelle Childs

Abstract

Cosmetic brands typically seek growth opportunities and advertising in the international market. The objectives of this study are to test the differences in consumers’ trust responses based on advertising factors, the moderating role of ad appeal in this relationship, and the subsequent impact on consumers’ purchase behavior. Results show that Asian models are considered more trustworthy than Caucasian models in cosmetic advertisements; however, a US brand is considered more trustworthy when compared with an Asian brand. The impact of model ethnicity and brand origin on advertising trust differs based on levels of ad appeal.

Suggested Citation

  • Bomi Lee & Michelle Childs, 2021. "Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(2), pages 1-12, June.
    • Handle: RePEc:ibn:ijmsjn:v:13:y:2021:i:2:p:12
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    References listed on IDEAS

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    1. Roger Seiler & Gunther Kucza, 2017. "Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis – An Integrated Model," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 11(1), pages 1-15.
    2. Jeff Wiebe & Debra Z. Basil & Mary Runté, 2017. "Psychological distance and perceived consumer effectiveness in a cause-related marketing context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 197-215, June.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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