A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions

Yoon, Kak; Kim, Choong Hyun; Kim, Min-Sun

doi:10.1080/15205436.1998.9677854

Cited by 79 publications

(45 citation statements)

References 50 publications

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“…There is general agreement among researchers that people rely on two fundamental dimensions when evaluating others (e.g., Abele and Wojciszke 2007;Cuddy, Fiske, and Glick 2008;Fiske, Cuddy, and Glick 2007). Given that the evaluation of endorsers is an important determinant of advertising effectiveness (Yoon, Kim, and Kim 1998), we explored the communion-over-agency effect on advertising effectiveness in this research.…”

Section: Discussionmentioning

confidence: 99%

Communion-over-Agency Effects on Advertising Effectiveness

Infanger

Sczesny

2015

International Journal of Advertising

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Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal À irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.

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Section: Discussionmentioning

confidence: 99%

Communion-over-Agency Effects on Advertising Effectiveness

Infanger

Sczesny

2015

International Journal of Advertising

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“…Supporting this argument, many researchers have demonstrated that spokespersons, such as celebrities, customers, and employees, play significant roles in persuading consumers (Gotlieb & Sarel, 1992;Misra & Beatty, 1990). Particularly, when spokespersons project credibility in the ads they endorse, they positively influence recipients' ad attitudes (Yoon, Kim, & Kim, 1998), agreement (Maddux & Rogers, 1980), persuasion (Sternthal, Dholakia, & Leavitt, 1978), and purchase intentions (Pornpitakpan, 2004). Ad scholars have identified the dimensions of spokesperson effectiveness in the source credibility model and the source attractiveness model (e.g., Ohanian, 1991).…”

Section: Spokesperson Effectivenessmentioning

confidence: 97%

“…In the context of advertising, the most frequently used variables to measure advertising effectiveness are attitudes toward the ad, attitudes toward the brand, and purchase intentions (PI; Kalwani & Silk, 1982;Yoon et al, 1998). In particular, attitudes toward the ad has been viewed as a powerful explanatory construct to measure ad effectiveness in advertising studies (e.g., Mackenzie & Lutz, 1989).…”

Section: Advertising Responsesmentioning

confidence: 99%

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Yoon

Kim

2015

Journal of Hospitality Marketing & Management

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This study examines the impacts of self-congruity and source credibility (i.e., attractiveness, trustworthiness, and expertise) on consumer responses to coffeehouse advertising. This study tests the model and associated hypotheses based on responses from a sample of 403 participants recruited via snowball sampling. The result of the structural equation modeling reveals that self-congruity is a significant predictor of source credibility, and that the three dimensions of source credibility are important factors influencing consumers' attitudes and purchase intentions. The multigroup analysis shows that spokesperson type (i.e., celebrity vs. noncelebrity) moderates the relationship between self-congruity and source attractiveness. Further, this study finds that source credibility mediates the relationship between self-congruity and ad attitude. We discuss both academic and practical implications of these findings.

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“…It is therefore assumed that endorser credibility is likely to be assessed when brand credibility perceptions are formed. Past studies on brand management found that endorser credibility has a positive effect on brand attitudes (Lafferty & Goldsmith, 1999) and brand beliefs (Yoon, Kim, & Kim, 1998). Recently, Spry, Pappu, and Cornwell (2011) reported that highly credible endorsers transferred their credibility to the brands they endorse.…”

Section: Brand Credibility and Purchase Intentionsmentioning

confidence: 99%

Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement

Chung

Cho

2017

Psychology and Marketing

471

416

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The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships, self‐disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self‐disclosure; and (3) source trustworthiness had a positive effect on brand credibility, which, in turn, led to purchase intention. Implications for research and practice are discussed.

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A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions

Cited by 79 publications

References 50 publications

Communion-over-Agency Effects on Advertising Effectiveness

Communion-over-Agency Effects on Advertising Effectiveness

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement

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