Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation

Unlike previous studies that have measured comparative advertising effectiveness through such hypothetical constructs as beliefs, attitudes, and intentions, this experiment extends research by examining the impact of comparative advertising on purchase behavior. Results contradict the findings of pr...

Full description

Saved in:
Bibliographic Details
Published in:The Journal of consumer research 1983-12, Vol.10 (3), p.362-364
Main Author: Demirdjian, Z. S.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Advertising to sales ratios
Brands
Carbides
Comparative advertising
Consumer advertising
Consumer attitudes
Consumer research
Coupons
Effectiveness
Marketing
Research in Brief
Writing pens
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Unlike previous studies that have measured comparative advertising effectiveness through such hypothetical constructs as beliefs, attitudes, and intentions, this experiment extends research by examining the impact of comparative advertising on purchase behavior. Results contradict the findings of previous research and show that comparative advertising outweighs its noncomparative counterpart in sales effectiveness.
ISSN:0093-5301
1537-5277
DOI:10.1086/208975