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

Date

2011-01-01

Author

Yılmaz, Cengiz
Telci, E. Eser
BODUR, MUZAFFER
Iscioglu, Tutku Eker

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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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.

Subject Keywords

Source credibility, Involvement construct, Consumer expertise, Celebrity endorser, Brand attitude, Opinion change, Attractiveness, Impact, Choice

URI

https://hdl.handle.net/11511/48209

Collections

Department of Business Administration, Article