Construct · 1 fields · 1 citations

advertising credibility: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
advertisingcredibility1 CONSTRUCTAdvertising credibilityMACKENZIE · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

the extent to which a consumer perceives claims made about a brand in an advertisement to be truthful and believable.

In advertising, advertising credibility refers to the extent to which a consumer perceives claims made about a brand in an advertisement to be truthful and believable. This meaning comes from MacKenzie (1989) in Journal of Marketing.[1]

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extent1 fields · 1 citationsanchor · a standalone construct

References

  1. MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.1177/002224298905300204

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