The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising

Two studies were conducted to examine the effect that perceived brand status has on consumers’ responses to source confirmation of third-party advertising endorsements.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands