Does experiential advertising impact credibility?

Purpose The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology/approach A total of 277 undergraduate students were asked to...

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Bibliographic Details
Published in:International journal of bank marketing 2019-02, Vol.37 (1), p.171-191
Main Authors: Rajaobelina, Lova, Lacroix, Caroline, St-Onge, Anik
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Audiences
Bank marketing
Banking
Banking industry
Banks
Celebrities
Consumer behavior
Consumers
Credibility
Customers
Emotions
Financial services
Influence
Perceptions
Researchers
Senses
Studies
Trust
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Summary:Purpose The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology/approach A total of 277 undergraduate students were asked to complete a questionnaire after viewing two versions of a bank advertisement. Results were analysed using structural modelling equations (EQS 6.2). Findings Findings show that all dimensions of experiential advertising positively impact advertisement credibility. Cognitive/emotional/sensory advertisements exert the greatest impact, followed by relational and then behavioural advertisements which have only a marginal impact. Post hoc results show that the impact of experiential advertising on advertising credibility varies according to both actor and respondent gender. Originality/value This study enhances the literature on experiential marketing and credibility, especially banking sector advertising, and provides more in-depth insight into the role of respondent and actor gender in influencing responses. Financial services practitioners would be well advised to devote particular attention to the formulation of experiential strategies when developing advertising campaigns.
ISSN:0265-2323
1758-5937
DOI:10.1108/IJBM-01-2017-0021