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| Author: | Yilmaz, C. (et al.) |
| Title: | Source characteristics and advertising effectiveness: the roles of message processing motivation and product category knowledge |
| Journal: | International Journal of Advertising
2011 : VOL. 30:5, p. 889-914 |
| Index terms: | advertising effectiveness consumer behaviour marketing advertising research |
| Language: | eng |
| Abstract: | This paper investigates the effect of source likeability and source credibility on the effectiveness of print advertisements. The study develops quasi-experimental design. The paper suggests that the sequence of relationships between source characteristics, consumer attitudes towards both the ad and brand promoted and consumer's willingness to purchase may vary significantly across the four conditions characterized by high/low levels of processing motivation and product category knowledge. |
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