Prof Tania Maree, Associate Professor in the Department of Marketing Management, presented a paper at the 21st International Conference on Research in Advertising (ICORIA) 2023, which was hosted in Bordeaux (France) from 29 June to 1 July by the INSEEC Grandé Ecole (Business School). The conference theme ‘Harder, better, faster, stronger: Advertising and communication between immediacy and sustainability’, drew leading academic minds in advertising research from across the world.
From left: Prof Jisu Huh, editor of Journal of Advertising, Prof Maree, and Prof Roux (co-researcher from TUT)
Prof Maree’s paper, entitled ‘The interrelationships between brand bravery advertisement credibility and advertising effectiveness’, explored how brand bravery and advertisement credibility influence the effectiveness of environmental sustainability advertising. Core findings indicated that credibility is key in driving advertising effectiveness. The paper was received well and elicited a lively discussion on what kinds of actions would signify a “brave” brand.
ICORIA 2023 also featured a doctoral colloquium, hosting the first writer’s workshop on crafting industry-relevant research, which was very insightful. The conference stimulated networking with global scholars in the advertising research domain, including editors of the top advertising journals in the discipline, namely Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, and Journal of Interactive Advertising.
From left: Prof Maree (UP), Prof Colin Campbell, editor of Journal of Advertising Research, and Prof Roux (co-researcher from TUT)
Prof Maree also attended the board meeting of the International Journal of Advertising, where she serves on the editorial review board. The ICORIA conference was a great success and paved the way for new ideas for advertising research.