Subject Index
 

After many years of being legally banned, comparative advertising has recently been permitted in Germany. So far, advertising practitioners and researchers have neither reached a consensus on its effe ...

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates an ...

A primary goal of sports marketers in to engender fan identification with a team and/or its athletes. Previos research has shown that identification appears most likely when fans perceive a personal s ...

The author discusses the role of the National Advertising Division (part of NARC, the advertising industry's self-regulatory body in the USA) - this is mainly to police competitive claims for truth an ...

This paper discusses the 1994 Trade Marks Act and its implications for comparative advertising. The new Act allows trade marks belonging to a third party to be used to identify goods and services. Com ...

US advertisers have been using explicit comparative advertising now for two decades. There is less use of the comparative format in countries outside of the US, including EC countries. As we move into ...

The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature. However, few studies have specifically dealt wit ...

Describes the new EC Directive, amending directive 84/450/EEC on misleading advertising. If the proposal for this Directive is passed by the Council and implemented by Member States, there will be new ...

No European country, apart from the UK, currently allows comparative advertising. The EEC's draft directives, although restrictive, may have the effect of allowing comparisons across Europe if they ar ...

The authors demonstrate that comparative advertising can vary in terms of valence (i.e. whether respondents perceive them as more or less derogatory) in their references to competition. It is suggeste ...

Advertising of course has its critics and developed countries have usually opted for self-regulation to deal with unacceptable advertising. In Australia, however, the recent breakdown of a long-standi ...