文章基本信息

标题：Source Credibility Dimensions in Marketing Communication - A Generalized Solution
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作者：Martin Eisend
期刊名称：Journal of Empirical Generalisations in Marketing Science
电子版ISSN：1326-4443
出版年度：2006
卷号：10
出版社：University of South Australia
摘要：The purpose of this study is to examine whether a generalized conceptualization of credibility of various sources in marketing communicationexists. In the survey, respon-dentsare required to rate source credibility by applying items gathered from previous studies. To overcome inconsistencies and weaknesses of previous factor modelstudies, arigorous analysis of the source credibility concept based on an extraction of aseries of measurements is performed. Furthermore, an analysis procedure with various steps in order to ensure reliability and validity is applied to the data. Theselected procedureled to a consistent andintegrative solution of three highly discriminant main dimensions of source credibility in marketing communication.The three dimensions can be referred to as the inclination toward truth, the potential of truth and the presentation.Findings are discussed and methodological, theoretical and managerial implications are highlighted