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The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness


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  • Goldberg, Marvin E
  • Hartwick, Jon
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    A factorial experiment was developed in which the reputation of the advertising firm and the extremity of the adverising claim were manipulated. Two levels of advertiser reputation, focusing on the expertise and trustworthiness of the sponsoring firm, were developed. Claim extremity was structured on a rank-order scale with product claims as first, third, fifth, or twentieth best among 100 competing brands. Product evaluation was significantly influenced by both independent variables and by the interaction between the two. Measures of ad credibility helped provide an explanation for the findings. Copyright 1990 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 17 (1990)
    Issue (Month): 2 (September)
    Pages: 172-79

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    Handle: RePEc:ucp:jconrs:v:17:y:1990:i:2:p:172-79

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    Cited by:
    1. Adilson Borges & Barry Babin, 2012. "Revisiting low price guarantees: Does consumer versus retailer governance matter?," Marketing Letters, Springer, vol. 23(3), pages 777-791, September.
    2. Enrique Alcañiz & Ruben Cáceres & Rafael Pérez, 2010. "Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image," Journal of Business Ethics, Springer, vol. 96(2), pages 169-186, October.
    3. Ruth, Julie A. & York, Anne, 2004. "Framing information to enhance corporate reputation: The impact of message source, information type, and reference point," Journal of Business Research, Elsevier, vol. 57(1), pages 14-20, January.
    4. Castriota, Stefano & Delmastro, Marco, 2008. "Individual and Collective Reputation: Lessons from the Wine Market," Working Papers 45504, American Association of Wine Economists.
    5. Bréchet, Alice & Desmet, Pierre & de Pechpeyrou, Pauline, 2005. "Effets de l’annonce d’un prix multidimensionnel sur la confiance dans la marque," Economics Papers from University Paris Dauphine 123456789/5853, Paris Dauphine University.
    6. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
    7. van Heerde, H.J. & Helsen, K. & Dekimpe, M.G., 2005. "Managing Product-Harm Crises," ERIM Report Series Research in Management ERS-2005-044-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    8. Tischer, Sven & Hildebrandt, Lutz, 2014. "Linking corporate reputation and shareholder value using the publication of reputation rankings," Journal of Business Research, Elsevier, vol. 67(5), pages 1007-1017.
    9. Umit Alniacik & Cengiz Yilmaz, 2012. "The Effectiveness of Green Advertising: Influences of Claim Specificity, Product’s Environmental Relevance and Consumers’ Pro-environmental Orientation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 207-222, February.
    10. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    11. Yu-Shu Peng & Shing-Shiuan Lin, 2008. "Local Responsiveness Pressure, Subsidiary Resources, Green Management Adoption and Subsidiary’s Performance: Evidence from Taiwanese Manufactures," Journal of Business Ethics, Springer, vol. 79(1), pages 199-212, April.
    12. Lariviere, Bart & Van den Poel, Dirk, 2007. "Banking behaviour after the lifecycle event of "moving in together": An exploratory study of the role of marketing investments," European Journal of Operational Research, Elsevier, vol. 183(1), pages 345-369, November.
    13. Newell, Stephen J. & Goldsmith, Ronald E., 2001. "The development of a scale to measure perceived corporate credibility," Journal of Business Research, Elsevier, vol. 52(3), pages 235-247, June.
    14. Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.


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