Affiliation:
1. Department of Marketing and Transportation, Michigan State University.
2. McGill University.
Abstract
The authors compare the relative effectiveness of comparative/noncomparative and product-based/non-product-based advertising in the implementation of an associative strategy for cognitive brand positioning. Two metaconstructs, cognitive accuracy and cognitive clarity, are defined, each within an attitude model and a probabilistic multidimensional scaling model. The results from these very different methodological and conceptual approaches indicate that direct comparative advertisements are superior in engendering overall brand positioning, whereas only product-based direct comparative ads are superior in engendering brand positioning at the attribute level, and only in terms of positioning clarity.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
38 articles.
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