We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands.
- Authors
Kamins, Michael A.; Marks, Lawrence J.
- Abstract
This study was undertaken to investigate the inclusion of a kosher claim in an advertisement for a familiar and unfamiliar brand of breakfast cereal. Results showed that, as hypothesized, for the familiar brand a kosher third party endorsement led to significantly more kosher attribute-related thoughts, more favorable product attitude and greater purchase intention. For the unfamiliar brand, no significant impact upon these dependent measures was observed given a kosher endorsement. Findings are interpreted from a cognitive perspective regarding the salience of the kosher attribute in a product familiarity context. Managerial implications are discussed.
- Subjects
ADVERTISING; KOSHER food; JEWISH dietary laws; PREPARED cereals; CONSUMER behavior
- Publication
Journal of the Academy of Marketing Science, 1991, Vol 19, Issue 3, p177
- ISSN
0092-0703
- Publication type
Article
- DOI
10.1007/BF02726494