haku: @author Pechmann, C. / yhteensä: 8
viite: 7 / 8
| Tekijä: | Pechmann, C. Ratneshwar, S. |
| Otsikko: | The use of comparative advertising for brand positioning: association versus differentiation |
| Lehti: | Journal of Consumer Research
1991 : VOL. 18:2, p.145-160 |
| Asiasana: | ADVERTISING ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | The explicit superiority claims in direct comparative ads should ease differentiation of the advertised brand from the comparison brand. However, such ads primarily associate brands. The paper examines this problem by considering categorization and inferential processes elicited by direct ads. A main finding is that direct comparative ads are most effective when the featured attribute is typical of the category. |
SCIMA