How Influential are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High-Technology Product?

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The Impact of Celebrity Endorsement on Consumer Buying Behavior (2017, background): “While developing of promotional program, it’s compulsory the plan adopted should have significant concentration on unique and different message regarding the product in order to persuade the positive attitude and improved buying behavior towards brand (Lafferty & Goldsmith, 2004).”
The Moderating Effect of Perceived Product Innovativeness and Product Knowledge on New Product Adoption: An Integrated Model (2013, background): “Perceived innovativeness may enhance consumers’ motivation and facilitate the adoption process (Lafferty and Goldsmith 2004).”
How Corporate Social Advocacy Affects Attitude Change Toward Controversial Social Issues (2020, background): “Corporate credibility has been found to positively influence individuals’ purchase intentions (Lafferty & Goldsmith, 1999), and is positively related to positive attitudes toward the corporate brand (Lafferty & Goldsmith, 2004) and a corporation’s advertisement (Goldsmith et al., 2000).”
Perspectives and Dimensions of Consumer Innovativeness: A Literature Review and Future Agenda (2014, background): “…as a way to measure innovativeness (Rogers and Shomaker 1971; Midgley and Downling 1993; Foxal 1995; Agarwal and Prasad 1998; Agarwal and Karahanna 2000; Goldsmith 2001; C. Park and Jun 2003; Lafferty and Goldsmith 2004; Reisenwitz et al. 2007; Lu et al. 2008; Huang, Hsieh, and Chang 2011).”