Source characteristics and advertising effectiveness the roles of message processing motivation and product category knowledge
[ X ]
Tarih
2011
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
World Advertising Research Center
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Marketing, Advertising Effectiveness, Product Category Knowledge
Kaynak
International Journal of Advertising
WoS Q Değeri
Q1
Scopus Q Değeri
Cilt
30
Sayı
5
