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

Rick T. Wilson and Daniel W. Baack

Journal of Business Research, 2023, vol. 168, issue C

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.

Keywords: Place branding; Source credibility; Advertising; Site selection; Argument quality; Involvement (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005970

DOI: 10.1016/j.jbusres.2023.114238

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