The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising
Alex Wang
University of Connecticut-Stamford
Darrel D. Muehling
Washington State University-Pullman
Advertisers are constantly searching for the ideal mix of advertising format, content and medium to enhance the persuasiveness of their messages in order to influence consumers’ brand judgements (Diamond 1968; Stewart & Furse 1984; van den Putte 2009). In an attempt to enhance message believability and break down the barriers raised by sceptical consumers, advertisers have sometimes resorted to using expert and/or likeable sources in their ads (Dean & Biswas 2001). Unlike celebrity endorsers...