This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.
NEW YORK: Even though a brand may feel empowered by its category leadership, comparative advertising may not work to the product's advantage, according to a new study in the Journal of Advertising Research.
Lia Zarantonello, Bernd H. Schmitt and Kamel Jedidi, Journal of Advertising Research, Vol. 54, No. 4, 2014, pp. 420-434
This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.
Baolong Ma, Lin Zhang, Gao Wang and Fei Li, International Journal of Market Research, Vol. 56, No. 3, 2014, pp. 341-366
The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.
NEW YORK: Advertisements are not trusted by half of Americans and only 3% completely trust them, although opinion varies depending on the age and educational background of respondents, a recent survey has found.
Jay (Hyunjae) Yu, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.
Laurent Muzellec, Christopher Kanitz and Theodore Lynn, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 399-417
Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.