The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands |
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Authors: | Michael A Kamins Lawrence J Marks |
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Institution: | (1) University of Southern California, Southern California, USA;(2) Kent State University, Kent, USA |
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Abstract: | This study was undertaken to investigate the inclusion of a kosher claim in an advertisement for a familiar and unfamiliar
brand of breakfast cereal. Results showed that, as hypothesized, for the familiar brand a kosher third party endorsement led
to significantly more kosher attribute-related thoughts, more favorable product attitude and greater purchase intention. For
the unfamiliar brand, no significant impact upon these dependent measures was observed given a kosher endorsement. Findings
are interpreted from a cognitive perspective regarding the salience of the kosher attribute in a product familiarity context.
Managerial implications are discussed. |
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Keywords: | |
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