Barbara A. Lafferty

The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands

Ronald E. Goldsmith, Barbara A. Lafferty, Stephen J. Newell · Journal of Advertising · 2000 · 1.3K citations

Customer Satisfaction, Mobil Oil Company, Brand Strategy +17

Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad

Barbara A. Lafferty, Ronald E. Goldsmith · Journal of Business Research · 1999 · 701 citations

Consumer Decision Making, Consumer Uncertainty, Consumers ’ Attitudes +10

The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions

Barbara A. Lafferty, Ronald E. Goldsmith, Stephen J. Newell · The Journal of Marketing Theory and Practice · 2002 · 461 citations

Customer Satisfaction, Behavioral Decision Making, Consumer Research +21

The impact of the alliance on the partners: A look at cause–brand alliances

Barbara A. Lafferty, Ronald E. Goldsmith, G. Tomas M. Hult · Psychology and Marketing · 2004 · 415 citations

Cause–brand Alliances, Brand Strategy, Consumer Research +21

A synthesis of contemporary market orientation perspectives

Barbara A. Lafferty, G. Tomas M. Hult · European Journal of Marketing · 2001 · 367 citations

Customer Satisfaction, Market Orientation, Market Development +11