Source Credibility Dimensions in Marketing Communication - A Generalized Solution

Martin Eisend

Abstract

The purpose of this study is to examine whether a generalized conceptualization of credibility of various sources in marketing communication exists. In the survey, respondents are required to rate source credibility by applying items gathered from previous studies. To overcome inconsistencies and weaknesses of previous factor model studies, a rigorous analysis of the source credibility concept based on an extraction of a series of measurements is performed. Furthermore, an analysis procedure with various steps in order to ensure reliability and validity is applied to the data. The selected procedure led to a consistent and integrative solution of three highly discriminant main dimensions of source credibility in marketing communication. The three dimensions can be referred to as the inclination toward truth, the potential of truth and the presentation. Findings are discussed and methodological, theoretical and managerial implications are highlighted.

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