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

Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 3

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

Enable JavaScript for citation tools and additional paper interactions.