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

YILMAZ C., Telci E. E., BODUR M., Iscioglu T. E.

INTERNATIONAL JOURNAL OF ADVERTISING, cilt.30, sa.5, ss.889-915, 2011 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 30 Sayı: 5
  • Basım Tarihi: 2011
  • Doi Numarası: 10.2501/ija-30-5-889-914
  • Dergi Adı: INTERNATIONAL JOURNAL OF ADVERTISING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.889-915
  • Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

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.