Abstract
An endorser or a spokesperson is frequently used by marketers in their product advertisements as a credible source that is hoped to influence the attitude of consumers in the marketplace toward the shown advertisement, the brand and most importantly their purchase intentions. Corporate credibility C/C – the reputation of a company for honesty and expertise is another type of source credibility that is said to influence consumers’ reaction to the shown product advertisements and shape their attitudes to brands. The present study assessed the impact of both source credibility (corporate credibility (C/C) and endorser credibility En/C) on Saudi consumers’ attitude toward advertising (Aad), attitude toward brand (Ab), and purchase intention (PI) when brand familiarity is tested. A study carried out in Saudi Arabia using 150 respondents as consumers who used cover head product of (AL-Bassam). Path analysis confirmed that, attractiveness of endorser had strengthened impact on (Aad), then expertise, while no effect for endorser trustworthiness on (Aad). While trustworthiness is significant in all C/C relations with the other variables (i.e. Aad, Ab and PI), there is no effect for PAB on relationship between (Aad) and (Ab). Originality/value - In this study, the said relationships amongst the six variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real advertisement including (product, endorser and company) rather than make believe advertisement. This will provide the first insight on Saudi consumer’s behaviour.
Highlights
The importance of understanding consumers’ processes and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires to marketers are very well acknowledged (Taflinger, 1996)
In order to test the hypothesis, the multiple regression analysis was used to find the variance of purchase intention that is explained by the two constructs of main interest in this study, namely, expertise and trustworthiness within corporate credibility Corporate credibility (C/C) variable
In terms of Hypothesis 4 (H4), the multiple regression analysis is used in order to test hypothesis 4, the multiple regression analysis was used to find the variance of purchase intention that is explained by the three constructs of main interest in this study, namely, expertise, trustworthiness and attractiveness within endorser credibility En/C variable
Summary
The importance of understanding consumers’ processes and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires to marketers are very well acknowledged (Taflinger, 1996). The understanding is crucial to guide marketers to discover the stimuli that they can create to motivate consumers to form positive perception, opinion and attitude about the company’s image and purchase intention of their products. Source credibility (e.g. endorser and corporate credibility) that is portrayed within an advertisement is considered as one of the most important of all stimuli that marketers use to build and enhance consumer’s attitude toward advertisement (Aad), and is assumed to have an effect on the other behavioural outcomes such as attitude toward brand (Ab), and purchase intention (PI). The purpose of this study is to explore the relationship between dual source credibility (e.g. corporate and endorser credibility) and attitude toward advertisement, attitude toward brand and purchase intention. This study will explore the relationship between attitude toward www.ccsenet.org/ijms advertisement with attitude toward brand and purchase intention. The relationship between attitude toward advertisement and attitude toward brand when prior attitude toward brand is tested will be illustrated
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