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  • [ X ]
    Öğe
    Source characteristics and advertising effectiveness the roles of message processing motivation and product category knowledge
    (World Advertising Research Center, 2011) Yılmaz, Cengiz; Telci, E. Eser; Bodur, Muzaffer; İşçioğlu, Tutku Eker
    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 multi-group 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.
  • [ X ]
    Öğe
    Source characteristics and advertising effectiveness: The roles of message processing motivation and product category knowledge
    (2011) Yilmaz, Cengiz; Eser Telci, E.; Bodur, Muzaffer; Iscioglu, Tutku Eker
    [No abstract available]