Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services

By D. H. Dean, Abhijit Biswas. 2001

281 citations recorded by the source corpus.

Abstract Advertisements containing product endorsements by a third-party organization (TPO), product endorsements by a celebrity, or no endorsement were compared for their ability to affect the dependent variables of perceived product quality, attitude toward the manufacturer, purchase risk, and information value of the ad. In addition, prior brand evaluation and source (endorser) trustworthiness were tested as moderators of the endorsement effect. In two factorial experiments, one for a desktop computer and one for auto insurance, significant main effects were found for endorsement and brand but not for trustworthiness. Brand interacted with endorsement in the quality perception of computers. In both experiments, TPO endorsement was particularly effective in enhancing respondent perceptions of product quality. It is concluded that TPO endorsement may function as an extrinsic quality cue in advertising.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a6926a2491c15e16ed18e79b242424adc11eb070

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Citations in the corpus

The Different Effects of Online Consumer Reviews on Consumers' Purchase Intentions Depending on Trust in Online Shopping Mall: An Advertising Perspective (2011, background): “In addition, celebrity and third-party endorsements are important in advertising (Dean and Biswas, 2001; McCracken, 1989; Tripp et al., 1994).”
Valuing University–Based Firms: The Effects of Academic Affiliation on IPO Performance (2011, background): “…& Dalton, 2003), upper echelon prestige (Higgins & Gulati, 2006; Pollock & Gulati, 2007), founder presence (Nelson, 2003), celebrity endorsements (Dean & Biswas, 2001), certification contests (Rao, 1994), and affiliation with prominent and prestigious financial actors such as underwriters (Booth…”
Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement (2017, unknown): “…attitudes toward advertising messages (Silvera & Austad, 2004), the attention audiences pay to these messages (Buttle, Raymond, & Danziger, 2000; Dean & Biswas, 2001; Koernig & Boyd, 2009), brand attitudes (Till, Stanley, & Priluck, 2008), brand awareness (Chan, Leung, Ng, & Luk, 2013), and…”
Perceived quality and image: When all is not “rosy” (2008, background): “…via product descriptions and third-party (objective) product evaluations and consumer endorsements thought to be more credible and convincing than other marketing-dominated efforts (e.g., advertisements; Dean and Biswas, 2001) in a 2 (low/high quality)×2 (low/high image) factorial design.”
The Effects of Expert and Consumer Endorsements on Audience Response (2005, background): “…scholars’ arguments that third-party endorsements may perform very differently for products that have hedonic consumption characteristics when audiences may have idiosyncratic tastes and follow thirdparty endorsements differently (Dean and Biswas, 2001; Goldsmith, Lafferty, and Newell, 2000).”
Celebrity endorsement, brand credibility and brand equity (2011, background): “Television personalities have been considered appropriate for the endorsement of consumer electronic goods, such as televisions (Freiden, 1984) and personal computers (Dean and Biswas, 2001).”
Better Together? Signaling Interactions in New Venture Pursuit of Initial External Capital (2016, background): “…1994), a discerning intermediary (Rao, 1994), a certifying institution (Baum & Oliver, 1991), or any third party with information about the young firm that potential investors believe to be superior to their own information (Dean & Biswas, 2001; Pollock et al., 2004; Zhang & Wiersema, 2009).”
Standing out from the crowd: the visibility-enhancing effects of IPO-related signals on alliance formation by entrepreneurial firms (2007, background): “, 2003; Sanders and Boivie, 2004), founder presence (Nelson, 2003), software preannouncements (Hoxmeier, 2000), celebrity endorsements (Dean and Biswas, 2001), winning certification contests (Rao, 1994; Wade et al.”
The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “…meaning of the endorsed object (*Miller and Allen 2012) as well as perceptions about its price, its taste level, the risk of buying it, or the perceived information value of the endorsement (*Biswas et al. 2006; *Dean and Biswas 2001; *Freiden 1982; *Friedman et al. 1976; *Young and Miller 2015).”