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    Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience

    Access Status
    Fulltext not available
    Authors
    Dix, Steve
    Bolt, Daniel
    Date
    2011
    Type
    Conference Paper
    
    Metadata
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    Citation
    Dix, S. and Bolt, D. 2011. Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience, in Erdener Kaynak and Talha Harcar (ed), International Management Development Association Twentieth World Business Congress, Jul 3 2011, pp. 262-267. Poznan, Poland: International Management Development Association.
    Source Title
    Advances in global management development
    Source Conference
    International Management Development Association Twentieth World Business Congress
    ISBN
    1888624108
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62284
    Collection
    • Curtin Research Publications
    Abstract

    The aim is to re-examine Obermiller et al. (2005) and Hardesty et al.’s (2002) findings on scepticism, within an Australian context. In addition, another possible moderator, product category experience is tested for its influence on brand attitude. Results revealed that ad scepticism had the greatest (negative) impact on brand attitude and purchase intention. No significant moderating relationship was evident between brand familiarity, product category experience and media platform on brand attitude. Results from this study emphasize to advertisers the negative effect of scepticism on advertising’s effectiveness to persuade consumers to buy an advertised brand.

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