✦ LIBER ✦

When does comparative advertising influence brand attitude? The role of delay and market position

✍ Scribed by Amitava Chattopadhyay

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 116 KB
Volume: 15
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199808)15:5<461::aid-mar4>3.0.co;2-5

No coin nor oath required. For personal study only.

✦ Synopsis

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 consumers' brand attitudes than noncomparative ads, when brand response occurs at a delay. Implications of these results for the Elaboration Likelihood Model are discussed.