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Journal of the Academy of Marketing Science

, Volume 19, Issue 3, pp 177–185 | Cite as

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

  • Michael A. Kamins
  • Lawrence J. Marks
Article

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.

Keywords

Purchase Intention Breakfast Cereal Brand Attitude Brand Evaluation Wilkes Lambda 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • Michael A. Kamins
    • 1
  • Lawrence J. Marks
    • 2
  1. 1.University of Southern CaliforniaUSA
  2. 2.Kent State UniversityKentUSA

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