Journal ArticleDOI
The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands
TLDR
In this paper, the authors assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward the brand, and purchase intentions.Abstract:
Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally ...read more
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Journal ArticleDOI
Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude
TL;DR: In this article, the authors report the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories.
Journal ArticleDOI
The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
TL;DR: This article reviewed the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to when to use a high- or a low-credibility source and secondarily to identify areas for future research.
Journal ArticleDOI
Celebrity Endorsement: A Literature Review
TL;DR: In this paper, the authors explore variables which may be considered in any celebrity selection process by drawing together strands from various literature, and explore how to select and retain the "right" celebrity among many competing alternatives, while avoiding potential pitfalls.
Journal ArticleDOI
The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products
TL;DR: In this paper, the authors find that when information pertaining to the assessment of the healthiness of food items is provided, the less healthy the item is portrayed to be, the better is its inferred taste, the more it is enjoyed during actual consumption, and the greater is the preference for it in choice tasks when a hedonic goal is more salient.
Journal ArticleDOI
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
TL;DR: In this paper, the authors developed and tested a cognitive explanation of sponsor effects and found that a good fit between a company and the cause it sponsored generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor.
References
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Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Journal ArticleDOI
On the evaluation of structural equation models
Richard P. Bagozzi,Youjae Yi +1 more
TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.
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Lisrel 8: Structural Equation Modeling With the Simplis Command Language
Karl G. Jöreskog,Dag Sörbom +1 more
TL;DR: The SIMPLIS language shifts the focus away from the technical question "How to do it", so that researchers can concentrate on the question, "What does it all mean?"
Book
Building Strong Brands
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Book
Multiple regression in behavioral research
TL;DR: Kerlinger and Pedhazur as discussed by the authors present the three main applied analytical models which derive from the general linear hypothesis-analysis of variance, regression, and analysis of covariance.