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| Author: | Lafferty, B. A. Goldsmith, R. E. |
| Title: | Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad |
| Journal: | Journal of Business Research
1999 : FEB, VOL. 44:2, p. 109-116 |
| Index terms: | Consumer attitudes Advertising Purchasing Companies Reputation |
| Freeterms: | Corporate credibility |
| Language: | eng |
| Abstract: | Endorser credibility is one of the most frequently used methods in advertising to influence consumers' attitudes and purchase intentions. Corporate credibility, or reputation, is another source of credibility identified in marketing that can influence these cognitions. The study examines these two sources of credibility to assess their impact on attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Results of the study indicate that both credibility types influence attitude-toward-the-ad and attitude-toward-the-brand, but corporate credibility alone appears to have significant influence on purchase intentions. Whereas endorser credibility seems to have a greater influence on attitude-toward-the-ad, corporate credibility seems to have a greater influence on attitude-toward-the-brand and on purchase intentions. |
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