The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Abstract

An endorser or a spokesperson is frequently used by marketers in their product advertisements as a credible source that is hoped to influence the attitude of consumers in the marketplace toward the shown advertisement, the brand and most importantly their purchase intentions. Corporate credibility C/C -the reputation of a company for honesty and expertise is another type of source credibility that is said to influence consumers' reaction to the shown product advertisements and shape their attitudes to brands. The present study assessed the impact of both source credibility (corporate credibility (C/C) and endorser credibility En/C) on Saudi consumers' attitude toward advertising (Aad), attitude toward brand (Ab), and purchase intention (PI) when brand familiarity is tested. A study carried out in Saudi Arabia using 150 respondents as consumers who used cover head product of (AL-Bassam). Path analysis confirmed that, attractiveness of endorser had strengthened impact on (Aad), then expertise, while no effect for endorser trustworthiness on (Aad). While trustworthiness is significant in all C/C relations with the other variables (i.e. Aad, Ab and PI), there is no effect for PAB on relationship between (Aad) and (Ab).Originality/value -In this study, the said relationships amongst the six variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real advertisement including (product, endorser and company) rather than make believe advertisement. This will provide the first insight on Saudi consumer's behaviour.Paper type -research paper

Mediation Role of Attitude towards Product Placement in Social Media

“…Similarly, multiple regression analysis showed that perceived credibility had a significant association with App, consistent with previous studies (Sallam, 2011;Doss, 2011). Credible sources lead to formation of positive consumer attitudes (Yogci et al, 2009).…”

The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

“…This entails the hypothesis that:-H3b: Attitude toward advertisement mediates celebrity's expertise and consumer's purchase intention of footwear in Malaysia Findings by Comiati & Plăias (2010) suggested significant relationship between attractiveness consumer's reactions toward advertisement, based upon different circumstances that the celebrity endorsement approach is applied. Sallam (2011) further proposed the indirect relationship between the dimensions of celebrity credibility on purchase intention, through attitude toward advertisement and attitude toward brand. Therefore, this study accounts for attitude through advertising between celebrity's attractiveness and purchase intention.…”

A Study on Malaysian Consumers’ Attitude and Behavioral Intention Towards Print Advertising

“…The findings of this study are consistent with previous studies indicating the positive relationship between credibility and consumers' attitude (Abdul Azeem & Zia ul Haq, 2012). If consumers have favorable perception toward the organizations, they will be likely to have a positive attitude toward advertising because they will perceive the organizations' products and services positively (Sallam, 2011). Based on the discussion above, credibility is a very significant determinant to consumers and provides values for them.…”

“…(Goldsmith et al, 2000). If consumers have favorable perception toward the organizations, they will be likely to have positive attitude toward advertising because they will perceive the organizations' products and services positively (Sallam, 2011). Petty and Cacioppo (1986) stated that trustworthiness element in the advertisements' contents can increase the consumers' response rate toward advertising.…”