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The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands

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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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Authors and Affiliations

  1. University of Southern California, Southern California, USA

    Michael A. Kamins

  2. Kent State University, Kent, USA

    Lawrence J. Marks

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  1. Michael A. Kamins
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  2. Lawrence J. Marks
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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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