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https://doi.org/10.21256/zhaw-4720| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model |
| Autor/-in: | Seiler, Roger Kucza, Gunther |
| DOI: | 10.21256/zhaw-4720 |
| Erschienen in: | Journal of International Scientific Publications: Economy & Business |
| Band(Heft): | 11 |
| Erscheinungsdatum: | 2017 |
| Verlag / Hrsg. Institution: | Info Invest |
| ISSN: | 1314-7242 |
| Sprache: | Englisch |
| Schlagwörter: | Credibility; Match-up-hypothesis; Testimonials |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/11165 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | CC BY 3.0: Namensnennung 3.0 Unported |
| Departement: | School of Management and Law |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
Dateien zu dieser Ressource:
| Datei | Beschreibung | Größe | Format | |
|---|---|---|---|---|
| SOURCE CREDIBILITY MODEL_2017_SC1.1.pdf | 790.63 kB | Adobe PDF |  Öffnen/Anzeigen |
Zur Langanzeige
Seiler, R., & Kucza, G. (2017). Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model. Journal of International Scientific Publications: Economy & Business, 11. https://doi.org/10.21256/zhaw-4720
Seiler, R. and Kucza, G. (2017) ‘Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model’, Journal of International Scientific Publications: Economy & Business, 11. Available at: https://doi.org/10.21256/zhaw-4720.
R. Seiler and G. Kucza, “Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model,” Journal of International Scientific Publications: Economy & Business, vol. 11, 2017, doi: 10.21256/zhaw-4720.
SEILER, Roger und Gunther KUCZA, 2017. Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model. Journal of International Scientific Publications: Economy & Business. 2017. Bd. 11. DOI 10.21256/zhaw-4720
Seiler, Roger, and Gunther Kucza. 2017. “Source Credibility Model, Source Attractiveness Model and Match-up-Hypothesis : An Integrated Model.” Journal of International Scientific Publications: Economy & Business 11. https://doi.org/10.21256/zhaw-4720.
Seiler, Roger, and Gunther Kucza. “Source Credibility Model, Source Attractiveness Model and Match-up-Hypothesis : An Integrated Model.” Journal of International Scientific Publications: Economy & Business, vol. 11, 2017, https://doi.org/10.21256/zhaw-4720.
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