Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image

Dramatic changes in the environment, ranging from developments of public concern on physical, social and economic issue to the emergence of a global marketplace - representing both threat and opportunity - is increasingly competitive nature of business market. Hence, commercial firms are beginning t...

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Main Author:	Chong, Yee Lee
Format:	Thesis
Language:	English English
Published:	2000
Subjects:	Advertising - Moral and ethical aspects Advertising Consumers - Attitudes
Online Access:	http://psasir.upm.edu.my/id/eprint/77870/1/t%20GSM%201999%207%20%281900118353%29.pdf
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id	my-upm-ir.77870
record_format	uketd_dc
spelling	my-upm-ir.778702020-09-04T03:50:04Z Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image 2000-05 Chong, Yee Lee Dramatic changes in the environment, ranging from developments of public concern on physical, social and economic issue to the emergence of a global marketplace - representing both threat and opportunity - is increasingly competitive nature of business market. Hence, commercial firms are beginning to establish, alter or maintain the corporation's identity and one of the way most rapidly used is advocacy ad. This study stress the importance of understanding on how consumers make sense of the advocacy advertising and contribute to corporate image generally perceived. Preliminary, exploratory research was conducted to gain ideas on how did interviewees link advocacy ad credibility and advertiser image. In the proceeding stage, questionnaires with a sample advocacy ad were distributed targeting participants with variety of ages, education and economic background to gain deeper insight of their perception of the advocated issue and advertiser image. The present research proposed that consumers' main concern in evaluating a sponsor image is the ad attractiveness, followed by trustworthiness and advocacy message value congruency. However, consumers are less concern of advertiser expertise and action beyond words of its advocated position. In addition, consumers were found to be passively involved with the advocated issue. It would be interesting to enhance more topical coverage in future research to test the validity of the findings, e.g. exploration on expanding or modifying present measurable dimensions of organizational credibility, testing the effect of commercial and non-commercial advocacy speech in detail, creativity of advocacy advertising, effectiveness of fear or threat appeals compared to constructive messages, and impact of consumer involvement and confidence in the product as mediating variables. Advertising - Moral and ethical aspects Advertising Consumers - Attitudes 2000-05 Thesis http://psasir.upm.edu.my/id/eprint/77870/ http://psasir.upm.edu.my/id/eprint/77870/1/t%20GSM%201999%207%20%281900118353%29.pdf text en public masters Universiti Putra Malaysia Advertising - Moral and ethical aspects Advertising Consumers - Attitudes Abdullah, Iskandar English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
advisor	Abdullah, Iskandar
topic	Advertising - Moral and ethical aspects Advertising Consumers - Attitudes
spellingShingle	Advertising - Moral and ethical aspects Advertising Consumers - Attitudes Chong, Yee Lee Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
description	Dramatic changes in the environment, ranging from developments of public concern on physical, social and economic issue to the emergence of a global marketplace - representing both threat and opportunity - is increasingly competitive nature of business market. Hence, commercial firms are beginning to establish, alter or maintain the corporation's identity and one of the way most rapidly used is advocacy ad. This study stress the importance of understanding on how consumers make sense of the advocacy advertising and contribute to corporate image generally perceived. Preliminary, exploratory research was conducted to gain ideas on how did interviewees link advocacy ad credibility and advertiser image. In the proceeding stage, questionnaires with a sample advocacy ad were distributed targeting participants with variety of ages, education and economic background to gain deeper insight of their perception of the advocated issue and advertiser image. The present research proposed that consumers' main concern in evaluating a sponsor image is the ad attractiveness, followed by trustworthiness and advocacy message value congruency. However, consumers are less concern of advertiser expertise and action beyond words of its advocated position. In addition, consumers were found to be passively involved with the advocated issue. It would be interesting to enhance more topical coverage in future research to test the validity of the findings, e.g. exploration on expanding or modifying present measurable dimensions of organizational credibility, testing the effect of commercial and non-commercial advocacy speech in detail, creativity of advocacy advertising, effectiveness of fear or threat appeals compared to constructive messages, and impact of consumer involvement and confidence in the product as mediating variables.
format	Thesis
qualification_level	Master's degree
author	Chong, Yee Lee
author_facet	Chong, Yee Lee
author_sort	Chong, Yee Lee
title	Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
title_short	Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
title_full	Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
title_fullStr	Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
title_full_unstemmed	Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
title_sort	examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image
granting_institution	Universiti Putra Malaysia
publishDate	2000
url	http://psasir.upm.edu.my/id/eprint/77870/1/t%20GSM%201999%207%20%281900118353%29.pdf
_version_	1747813263885729792

Examining the influence of advocacy advertising credibility on consumer's perception or commercial corporate image

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