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.
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Kamins, M.A., Marks, L.J. The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands. JAMS 19, 177–185 (1991). https://doi.org/10.1007/BF02726494
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DOI: https://doi.org/10.1007/BF02726494