Source characteristics and advertising effectiveness the roles of message processing motivation and product category knowledge

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dc.contributor.authorYılmaz, Cengiz
dc.contributor.authorTelci, E. Eser
dc.contributor.authorBodur, Muzaffer
dc.contributor.authorİşçioğlu, Tutku Eker
dc.date.accessioned2021-05-15T12:41:09Z
dc.date.available2021-05-15T12:41:09Z
dc.date.issued2011
dc.departmentİşletme Fakültesi, İşletme Bölümüen_US
dc.description.abstractThe 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.en_US
dc.identifier.doi10.2501/IJA-30-5-889-914
dc.identifier.endpage+en_US
dc.identifier.issn0265-0487
dc.identifier.issue5en_US
dc.identifier.startpage889en_US
dc.identifier.urihttps://doi.org/10.2501/IJA-30-5-889-914
dc.identifier.urihttps://hdl.handle.net/20.500.12939/757
dc.identifier.volume30en_US
dc.identifier.wosWOS:000298776000011
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorBodur, Muzaffer
dc.institutionauthorİşçioğlu, Tutku Eker
dc.language.isoen
dc.publisherWorld Advertising Research Centeren_US
dc.relation.ispartofInternational Journal of Advertising
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMarketingen_US
dc.subjectAdvertising Effectivenessen_US
dc.subjectProduct Category Knowledgeen_US
dc.titleSource characteristics and advertising effectiveness the roles of message processing motivation and product category knowledge
dc.typeArticle

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