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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. repec:wbk:wbpubs:15073 is not listed on IDEAS
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    9. 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.
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    1. Zaman Malik, Aaminah & Ahmad, Fayez & Guzmán, Francisco, 2025. "Socio-politically silent brands: A double edged sword," Journal of Business Research, Elsevier, vol. 187(C).

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