A short, reliable measure of subjective knowledge

Article Abstract:

A novel approach to evaluating consumer knowledge was developed to provide an alternative means of assessing the subjective knowledge aspect of the marketing practice. The proposed method, which can be applied in a variety of data collection processes, has been proven efficient in analyzing both theoretical and practical applications involving consumer behavior. This unidimensional scheme has also been found to be internally consistent and easy to use.

Consumer preferences

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Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad

Article Abstract:

Endorser credibility and corporate credibility were compared to evaluate their effect on attitude-toward-the-advertisement, attitude-toward-the-brand and purchase intentions using a sample of one hundred women students. Findings showed that both credibility types affect attitude-toward-the-advertisement and attitude-toward-the-brand. Corporate credibility alone had a significant influence on purchase intentions.

Consumer Behavior, Purchasing, Advertising, Brand name products, Brand names

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The development of a scale to measure perceived corporate credibility

Article Abstract:

Research is presented concerning the development of a reliable, short, and valid self-report scale for the measurement of the credibility of business enterprises with their customers. Five studies from 864 subjects are discussed.

Marketing, Public Affairs, Economic aspects, Measurement, Business enterprises, Public opinion, Public relations, Reliability, Reliability (Trustworthiness), Expertise

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