Work

Source characteristics and advertising effectiveness

Year: 2011

Type: article

Abstract: The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) ad attitude, (2) brand attitude, and (3) willingness to purchase is investigated using data collected through a quasi-experimental design. In addition to direct impacts, the moderating role of message processing motivation (involvement) and product category knowledge in the relationships of interest are investigated via multigroup analyses. Findings indicate that the sequence of relationships between source characteristics, attitudinal responses and willingness to purchase may vary substantially across the four conditions characterised by high/low levels of processing motivation and product category knowledge.

Source: International Journal of Advertising

DOI: 10.2501/ija-30-5-889-914

Authors: Cengiz Yilmaz, E. Eser Telci, Muzaffer Bodur, Tutku Eker Iscioglu

Institutions: Middle East Technical University, Altınbaş University, Boğaziçi University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W801548442

FWCI: 5.566

Cites: 60

Cited by: 58

Related to: 10