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Abstract

This study was undertaken to investigate the inclusion of a kosher claim in an advertisement for a familiar and un familiar 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 great er purchase intention. For the unfamiliar brand, no signifi cant 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 im plications are discussed.

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The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands

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