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Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis – An Integrated Model

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  • Roger Seiler
  • Gunther Kucza

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.

Suggested Citation

  • Roger Seiler & Gunther Kucza, 2017. "Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis – An Integrated Model," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 11(1), pages 1-15.
    • Handle: RePEc:isp:journl:v:11:y:2017:i:1:p:1-15
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    Citations

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    Cited by:

    1. Băcilă Mihai F. & Ciornea Raluca & Drule Alexandra M. & Cohut Andreea M., 2019. "Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 5-17, December.
    2. Bomi Lee & Michelle Childs, 2021. "Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(2), pages 1-12, June.
    3. Baudier, Patricia & de Boissieu, Elodie & Duchemin, Marie-Hélène, 2023. "Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    4. Moldovan Răzvan A. & Ciornea Raluca, 2019. "The Effect of Online Unpaid Reviews made by Renowned Vloggers: the Case of Smartphones," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 18-34, December.

    More about this item

    Keywords

    match-up-hypothesis; testimonials; credibility;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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