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

被引：29

作者：

Yilmaz, Cengiz ^{[2
]}

Telci, E. Eser ^{[1
]}

Bodur, Muzaffer ^{[3
]}

Iscioglu, Tutku Eker

机构：

[1] Istanbul Kemerburgaz Univ, Dept Int Trade, TR-34217 Istanbul, Turkey

[2] Middle E Tech Univ, Ankara, Turkey

[3] Bogazici Univ, Dept Management, Istanbul, Turkey

来源：

INTERNATIONAL JOURNAL OF ADVERTISING | 2011年 / 30卷 / 05期

关键词：

SOURCE CREDIBILITY; INVOLVEMENT CONSTRUCT; CONSUMER EXPERTISE; CELEBRITY ENDORSER; BRAND ATTITUDE; OPINION CHANGE; AD; ATTRACTIVENESS; IMPACT; CHOICE;

D O I：

10.2501/IJA-30-5-889-914

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：889 / +

页数：27

共 24 条

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