Is Believability of Puffery Affected by Brand Credibility?

Bergh, Bruce Vanden; Fink, Nancy E.

doi:10.1177/107769908306000223

Cited by 6 publications

(2 citation statements)

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“…Brand presence in TV ads contributes to brand credibility (Kicova et al, 2020). Regarding advertising puffery, high or low brand credibility does not significantly affect perceptions of puffery claims' plausibility (Bergh & Fink, 1983). Brand credibility is crucial for purchase intention (Martin-Consuegra et al, 2018) and brand loyalty (Reitsamer & Brunner-Sperdin, 2021).…”

Section: Brand Credibilitymentioning

confidence: 99%

Impact of advertising puffery on purchase intention and brand loyalty of young adults

Punjani,

Kumar,

Mahadevan

2024

Int J Consumer Studies

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This research study proposes a model to test the impact of advertising puffery on purchase intention and brand loyalty involving the mediating role of ad‐related factors—likability of the advertisement and attitude toward the ad‐ and brand‐related factors—brand familiarity, attitude toward the brand, and brand credibility. The inclusion of brand loyalty as an exogenous construct is an attempt to extend the existing research in the ad puffery domain. Further, a combination of ad‐related and brand‐related factors as mediators is a novel approach in the field of ad puffery. It provides insightful findings for researchers as well as practitioners. The cross‐sectional approach used in this study involved gathering data from young adult respondents (age group between 18 and 24 years) over a specific period. Results based on 330 young adult respondents revealed significant direct and mediating effects. All the ad‐related and brand‐related factors mediated the direct relationship of ad puffery with purchase intention and brand loyalty. Additionally, gender significantly moderated the direct relationship of ad puffery with purchase intention. Further, theoretical contributions, practical implications, and future research directions are discussed.

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Section: Brand Credibilitymentioning

confidence: 99%

Impact of advertising puffery on purchase intention and brand loyalty of young adults

Punjani,

Kumar,

Mahadevan

2024

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…Bergh et al (1981) theorized that ad credibility was determined by four source factors: attractiveness, trustworthiness, prestige, and competence. Bergh and Fine (1983) further elaborated Preston’s concept of advertising as “puffery” (i.e., true but misleading advertising) and studied variables that determined how believable puffery-based ads were. Larkin (1971) applied William Stephenson’s q-methodology to predicting values and attitudes toward advertising.…”

Section: Advertising 1971-1986mentioning

confidence: 99%