Credibility of Health Care Advertising:An Empirical Understanding of its Multi-dimensional Structure and Scale Validation with Special Reference to Children’s Health Food Drinks

Abstract

Context: Advertising techniques need to be transformed based on the observations of the perceptions of consumers since they can be the directional force to any advertising aimed at those groups. The study fruitfully provides an empirical understanding about the multiple components of advertising credibility of consumer healthcare products. One of the major tasks undertaken in this research was to develop a scale which is statistically reliable and valid to measure advertising credibility in the current marketing environment of Kerala with special reference to children’s health drinks.