The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands
- 1 October 2000
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 29 (3), 43-54
- https://doi.org/10.1080/00913367.2000.10673616
Abstract
Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally important role of endorser credibility.Keywords
This publication has 27 references indexed in Scilit:
- A general approach to representing multifaceted personality constructs: Application to state self‐esteemStructural Equation Modeling: A Multidisciplinary Journal, 1994
- Antecedents and Consequences of Attitude Toward the Ad: A Meta-AnalysisJournal of Consumer Research, 1992
- On the evaluation of structural equation modelsJournal of the Academy of Marketing Science, 1988
- Product Novelty: Does it Moderate the Relationship between Ad Attitudes and Brand Attitudes?Journal of Advertising, 1987
- Effects of Model Attractiveness on Sales ResponseJournal of Advertising, 1984
- Heuristic versus systematic information processing and the use of source versus message cues in persuasion.Journal of Personality and Social Psychology, 1980
- The Impact of Physically Attractive Models on Advertising EvaluationsJournal of Marketing Research, 1977
- Communicator discrepancy, source credibility, and opinion change.Journal of Personality and Social Psychology, 1966
- Communicator credibility and communication discrepancy as determinants of opinion change.The Journal of Abnormal and Social Psychology, 1963
- The effect of dissonant persuasive communications upon changes in a self-referring attitude1Journal of Personality, 1962