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Cited by 1,301Marketing and Advertising StrategiesConsumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social Media

The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands

Goldsmith, Ronald E., Lafferty, Barbara A., Newell, Stephen J.·2000·Journal of Advertising
DOI 10.1080/00913367.2000.10673616
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Abstract

Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally important role of endorser credibility.

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Crossref · 10.1080/00913367.2000.10673616

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  • The credibility of an advertisement is the product of the perceived credibility of the source and the perceived credibility of the message content.

    “In turn, the credibility of an advertisement is the product of two factors: the perceived credibility of a) the source (e.g. endorsers, spokespersons, corporations or sponsors; Freiden, 1982; Goldsmith, Lafferty and Newell, 2000; Patzer, 1983), and b) the message content (Cotte, Coulter and Moore, 2005; Lutz, MacKenzie and Belch, 1983; McDougall and Fry, 1975; Wathen and Burkell, 2002).”

    From How Claim Specificity Can Improve Claim Credibility in Green Advertising (2018) · cites this paper as Goldsmith, Lafferty and Newell, 2000

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Related

Authors
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J.
ORCID
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
2000-10
Volume
29
Issue
3
Pages
43-54
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.1080/00913367.2000.10673616
OpenAlex
W2044640583
Cited by
1,301
References
60
Citations by year
2026: 37 · 2025: 60 · 2024: 64 · 2023: 116 · 2022: 103 · 2021: 91 · 2020: 85 · 2019: 101 · 2018: 56 · 2017: 59 · 2016: 52 · 2015: 84 · 2014: 77 · 2013: 58 · 2012: 47
FWCI
16.20
Type
journal article
Language
en
Open access
closed
Locations
Journal of Advertising (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
institutional credibility, celebrity credibility, endorser credibility, source credibility, consumer attitudes toward advertising, brand attitude, purchase intention, spokespersons, advertising effectiveness

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