Browsing by Author "Bodur, Muzaffer"
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Source characteristics and advertising effectiveness the roles of message processing motivation and product category knowledge
Yılmaz, Cengiz; Telci, E. Eser; Bodur, Muzaffer; İşçioğlu, Tutku Eker (World Advertising Research Center, 2011)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 ... -
Source characteristics and advertising effectiveness: The roles of message processing motivation and product category knowledge
Identifying the processes through which advertising influences consumers has been a never-ending pursuit of marketing researchers and practitioners. In today’s information-rich environment, the average consumer is exposed ...
