PL EN


2019 | 53 | 3 |
Article title

The consumer attitude towards the third-party organisation (TPO) endorsement – an empirical investigation in the child products category

Content
Title variants
Languages of publication
EN
Abstracts
EN
Theoretical background: The issue of recommendations provided by institutions (third-party organisations) is rarely addressed in the literature. The market practice observation provides, however, numerous examples of the use of such recommendations. This is particularly visible in the recommendations given by scientific medical institutions in the form of a symbol – usually a logo and the name of the recommending organisation, used on packaging or in advertising campaigns. German Stiftung Warentest (test.de) and Austrian Verein für Konsumenteninformation (vki.at) provide a good benchmark because these institutions are established by the state’s authority to provide an independent assessment of products and to consequently protect the consumers’ interests. Polish scientific research institutions, such as the Institute of Mother and Child or the Institute of Food and Nutrition, have similar goals but they are operated and financed disparately.Purpose of the article: In this article, the aim is to present the concept of measuring the attitude towards the TPO endorsement and determining the antecedents of this phenomenon in the context of purchasing products for children by their mothers.Research methods: To develop the scale measuring the attitude towards TPO endorsement and to determine the antecedents of this occurrence, computer-assisted web interview (CAWI) research was conducted using a random sample of 1,001 women aged 25–45 having children up to age 6. Mothers of small children were chosen due to the character of products recommended by the analysed TPO (scientific medical institutions) in Poland. These are mainly products for children and purchasing decisions are made mostly by their mothers. The measurement scale was constructed on the basis of the ABC (affective, behavioural, cognitive) attitude, taking the expertise level and the source’s trustworthiness into account. A set of four statements measured by a four-point scale was adopted. The middle value was excluded on purpose to make respondents clearly declare whether or not they agree with a given statement.Main findings: The purchase of products for children is a prudent decision, often involving the entire family. Mothers willingly spend more on products for their children if they only have the option of paying for safer and better-quality products. From the results, 79% of the respondents are usually satisfied with the products recommended by a well-known medical research institution. For 71%, such institutions use their expert knowledge when recommending products for children. More than half of the respondents (54%) seek recommendations of medical research institutions when buying products for their children. The TPO endorsement in the form of a “seal” has the greatest importance in case of products for children in the following categories: food and beverages (81%), cosmetics (68%), hygienic products (51%), accessories (47%), toys (31%), clothes and shoes (16%).
PL
Theoretical background: The issue of recommendations provided by institutions (third-party organisations) is rarely addressed in the literature. The market practice observation provides, however, numerous examples of the use of such recommendations. This is particularly visible in the recommendations given by scientific medical institutions in the form of a symbol – usually a logo and the name of the recommending organisation, used on packaging or in advertising campaigns. German Stiftung Warentest (test.de) and Austrian Verein für Konsumenteninformation (vki.at) provide a good benchmark because these institutions are established by the state’s authority to provide an independent assessment of products and to consequently protect the consumers’ interests. Polish scientific research institutions, such as the Institute of Mother and Child or the Institute of Food and Nutrition, have similar goals but they are operated and fianced disparately.Purpose of the article: In this article, the aim is to present the concept of measuring the attitude towards the TPO endorsement and determining the antecedents of this phenomenon in the context of purchasing products for children by their mothers.Research methods: To develop the scale measuring the attitude towards TPO endorsement and to determine the antecedents of this occurrence, computer-assisted web interview (CAWI) research was conducted using a random sample of 1,001 women aged 25–45 having children up to age 6. Mothers of small children were chosen due to the character of products recommended by the analysed TPO (scientific medical institutions) in Poland. These are mainly products for children and purchasing decisions are made mostly by their mothers. The measurement scale was constructed on the basis of the ABC (affective, behavioural, cognitive) attitude, taking the expertise level and the source’s trustworthiness into account. A set of four statements measured by a four-point scale was adopted. The middle value was excluded on purpose to make respondents clearly declare whether or not they agree with a given statement.Main findings: The purchase of products for children is a prudent decision, often involving the entire family. Mothers willingly spend more on products for their children if they only have the option of paying for safer and better-quality products. From the results, 79% of the respondents are usually satisfied with the products recommended by a well-known medical research institution. For 71%, such institutions use their expert knowledge when recommending products for children. More than half of the respondents (54%) seek recommendations of medical research institutions when buying products for their children. The TPO endorsement in the form of a “seal” has the greatest importance in case of products for children in the following categories: food and beverages (81%), cosmetics (68%), hygienic products (51%), accessories (47%), toys (31%), clothes and shoes (16%).
Year
Volume
53
Issue
3
Physical description
Dates
published
2019
online
2019-11-28
Contributors
References
  • Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. Journal of Advertising, 35(2). doi:10.1080/00913367.2006.10639231
  • Churchill, Jr. G.A., & Peter, J.P. (1984). Research design effects on the reliability of rating scales: A meta-analysis. Journal of Marketing Research, 21(4), 360–375. doi:10.2307/3151463
  • Cooper, M. (1984). Can celebrities really sell products? Marketing and Media Decisions, 19, 64–65, 120.
  • Dean, D.H., & Biswas, A. (2001). Third-party organization endorsement of products: An advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of Advertising, 30(4), 41–57.
  • doi:10.1080/00913367.2001.10673650
  • Dean, D.H. (1999). Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes. Journal of Advertising, 28(3), 1–12. doi:10.1080/00913367.1999.10673585
  • Dholakia, R., & Sternthal, B. (1977). Highly credible sources: Persuasive facilitators or persuasive liabilities? Journal of Consumer Research, 3(4). doi:10.1086/208671
  • Erdogan, B.Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15. doi:10.1362/026725799784870379
  • Fireworker, R.B., & Friedman, H.H. (1977). The effects of endorsement on product evaluation. Decision Sciences, 8. doi:10.1111/j.1540-5915.1977.tb01104.x
  • Freiden, J.B. (1984). Advertising spokesperson effects: An examination of endorsers type and gender on two audiences. Journal of Advertising Research, 24, 33–41.
  • Friedman, H.H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19, 63–71.
  • Forkan, J. (1980). Product matchup key to effective star presentations. Advertising Age, 51(6), 42.
  • Graham, J. (1989). Sponsors line up for rocking role. Advertising Age, 50.
  • Harris, J.M. (1997). Consumers pay a premium for organic baby foods. Food Review, 20, 13–16.
  • Hirose, M., Mineo, K., Tabe, K., & Yanagidate, K. (2015). What is the effect of third-party organization endorsement on perceptions? The structural modelling approach. Advances in Advertising Research, 5, 295–306. Wiesbaden: Springer Gabler. doi:10.1007/978-3-658-08132-4_21
  • Hovland, C.I., Janis, I.L., & Kelley, H. (1953). Communication and Persuasion. Psychological Studies of Opinion Change. New heaven: Yale University Press.
  • Kamins, M.A. (1990). An investigation into the match-up hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. doi:10.1080/00913367.1990.10673175
  • McGinnies, E., & Ward, C.D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3). doi:10.1177/014616728063023
  • McGuire, W.J. (1985). Attitudes and attitude change. In: G. Lindzey & E. Aronson (Eds.), The Handbook of Social Psychology (pp. 262–276). Hillsdale: Lawrence Erlbaum.
  • Mowen, J.C., & Brown, S.W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. In: K.B. Monroe (Ed.), Advances in Consumer Research, Vol. 8 (pp. 437–441). Ann Arbor: Association
  • for Consumer Research.
  • Ohanian, R. (1991). The impact of celebrity spokesperson’s perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54. doi:10.1080/00913367.1990.10673191
  • Peterson, R.A., Wilson, W.R., & Brown, S.P. (1992). Effects of advertised customer satisfaction claims on consumer attitudes and purchase intention. Journal of Advertising Research, 32(2), 34–40.
  • Petty, R.E., Cacioppo, J.T., Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10. doi:10.1086/208954
  • Seiler, R., & Kucza, G. (2017). Source credibility model, source attractiveness model and match-up-hypothesis – an integrated model. Economy & Business Journal, 11(1), 1–15.
  • Tripp, C., Jensen, T.D., & Carlson, L. (1994). The effect of multiple product endorsements by celebrities on consumer attitudes and intentions. Journal of Consumer Research, 20(4). doi:10.1086/209368
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.ojs-doi-10_17951_h_2019_53_3_93-100
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.