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Brand Congruity and Comparative Advertising: When and Why Comparative Advertisements Lead to Greater Elaboration

โœ Scribed by Joseph R. Priester, John Godek, D. J. Nayakankuppum and Kiwan Park

Book ID
125584183
Publisher
Elsevier Science
Year
2004
Tongue
English
Weight
346 KB
Volume
14
Category
Article
ISSN
1057-7408

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This article presents the results of an experiment that examines the role of delay and sponsor's market position in influencing the effectiveness of comparative ads compared to noncomparative ads. The results show that comparative ads sponsored by an unknown brand are more effective in changing cons