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Title: Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model
Authors : Seiler, Roger
Kucza, Gunther
Published in : Journal of International Scientific Publications : Economy and Business
Volume(Issue) : 11
Publisher / Ed. Institution : Info Invest
Issue Date: 2017
License (according to publishing contract) : CC BY 3.0: Attribution 3.0 Unported
Type of review: Peer review (Publication)
Language : English
Subjects : Credibility; Match-up-hypothesis; Testimonials
Subject (DDC) : 658.8: Marketing management
Abstract: Customers find themselves in a flood of information and testimonials are one way of gaining the customer’s attention. Previous studies have shown the positive effects of testimonials on purchase intentions. In this present study, different types of testimonials (celebrity and expert) are tested, and the fit between the product (ring, motorcycle and in/out-trays) congruency of the testimonial with the customer’s image is introduced and analysed. Furthermore, not only is source credibility measured, but source attractiveness and expertise are also measured and combined in a new model integrating these three theories. The model shows direct and indirect effects of credibility and congruency on attitudes and purchase intentions. Product fit, in contrast to congruency, has a positive effect on attitude towards the ad and in turn influences attitude towards the brand, affecting purchase intention. Credible testimonials strongly influence this effectiveness, with trustworthiness being a main driver.
Departement: School of Management and Law
Publication type: Article in scientific Journal
DOI : 10.21256/zhaw-4720
ISSN: 1314-7242
Appears in Collections:Publikationen School of Management and Law

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