Affiliation:
1. School of Business Administration, University of Wisconsin-Milwaukee.
Abstract
Recent debate on comparative advertising has focused on its ethical rather than its effectiveness dimension. A laboratory experiment was performed to assess the communications-effectiveness of a comparative advertisement in relation to its “brand X” counterpart. Results indicate that though a comparative advertising format can enhance message recall to some extent, it also can result in some loss of effectiveness from consumer perceptions of low credibility of its claims.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
24 articles.
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