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Credibility of Health Care Advertising-An Empirical Understanding of its Multi-Dimensional Structure and Scale Validation with Special Reference to Children’s Health Food Drinks


Affiliations
1 Asst. Professor, Department of Commerce and Management, Amrita School of Arts and Sciences, Amrita Vishwa Vidyapeetham, Kochi, Kerala, India
     

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Advertising techniques need to be transformed based on the observations of the perceptions of consumers since they can be the directional force to any advertising aimed at those groups. The study fruitfully provides an empirical understanding about the multiple components of advertising credibility of consumer healthcare products. One of the major tasks undertaken in this research was to develop a scale which is statistically reliable and valid to measure advertising credibility in the current marketing environment of Kerala with special reference to children’s health drinks.

Keywords

Advertising Credibility, Corporate Credibility, Endorser Credibility, Message Content Credibility, Consumer Health Care, Health Food Drinks.
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  • Credibility of Health Care Advertising-An Empirical Understanding of its Multi-Dimensional Structure and Scale Validation with Special Reference to Children’s Health Food Drinks

Abstract Views: 26  |  PDF Views: 0

Authors

Indu Manish Kumar
Asst. Professor, Department of Commerce and Management, Amrita School of Arts and Sciences, Amrita Vishwa Vidyapeetham, Kochi, Kerala, India

Abstract


Advertising techniques need to be transformed based on the observations of the perceptions of consumers since they can be the directional force to any advertising aimed at those groups. The study fruitfully provides an empirical understanding about the multiple components of advertising credibility of consumer healthcare products. One of the major tasks undertaken in this research was to develop a scale which is statistically reliable and valid to measure advertising credibility in the current marketing environment of Kerala with special reference to children’s health drinks.

Keywords


Advertising Credibility, Corporate Credibility, Endorser Credibility, Message Content Credibility, Consumer Health Care, Health Food Drinks.



DOI: https://doi.org/10.37506/v11%2Fi1%2F2020%2Fijphrd%2F193848