Advertising's Immediate and Delayed Influence on Brand Attitudes: Considerations across Message-Involvement Levels

Muehling, Darrel D.; Laczniak, Russell N.

doi:10.1080/00913367.1988.10673126

Cited by 152 publications

(100 citation statements)

References 23 publications

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“…We measured overall brand evaluation with three items. The first item was measured on a semantic differential scale anchored at "very negative/very positive" (Muehling and Laczniak, 1988). The second item captured respondents' willingness to engage in positive word-of-mouth communication about the brand.…”

Section: Methodsmentioning

confidence: 99%

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Skard

Thorbjørnsen

2013

J Bus Ethics

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Previous studies on corporate social responsibility (CSR) communication suggest that firms' social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing research by showing that source effects in the communication of social sponsorships are contingent on the brand's pre-existing reputation. We argue that the congruence between the credibility and trustworthiness of the message source and the brand helps predict consumer responses to a social sponsorship. The results show that a noncorporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the sponsor has a positive reputation. However, the converse effect occurs when brand reputation is low: when the sponsor has a poor reputation, a corporate source generates more positive brand evaluations than a non-corporate source. Mediation analyses show that the interaction effect between CSR information source and brand reputation can be explained by sponsorship attitude, persuasion knowledge, and perceived fit between the brand and the cause.

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Section: Methodsmentioning

confidence: 99%

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Skard

Thorbjørnsen

2013

J Bus Ethics

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“…Involvement. Self-reported involvement with the message was measured on a four item, seven-point scale that has been shown to be reliable and valid in previous advertising research (Muehling & Laczniak, 1988;Yoon, Bolls, & Muehling, 1999). Participants were asked to indicate the degree to which they "paid attention to," "concentrated on," and "put thought into evaluating the messages in the advertisement," as well as how relevant to their needs they perceived the advertisement to be.…”

Section: Dependent Variablesmentioning

confidence: 99%

I Saw It on the Radio: The Allocation of Attention to High-Imagery Radio Advertisements

Bolls¹,

Lang²

2003

Media Psychology

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“…This goes against certain researchers such as Muehling and Lacziniak (1988) who privileged advertisements with fictitious brand names to not bias study's results.…”

Section: Methodsmentioning

confidence: 85%

The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising

Gaied¹,

Rached²

2010

IBIMABR

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This research aims to compare the persuasive effectiveness and attitudes change induced in the case of famous and non famous endorser in advertisement. An experimentation was conducted by 290 tunisian women. Our empirical results showed that the non celebrity spokesperson was more credible and generated more favourable attitudes towards advertising, brand and purchase intent than celebrity spokesperson.

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Advertising's Immediate and Delayed Influence on Brand Attitudes: Considerations across Message-Involvement Levels

Cited by 152 publications

References 23 publications

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility

I Saw It on the Radio: The Allocation of Attention to High-Imagery Radio Advertisements

The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising

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