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

When does comparative advertising influence brand attitude? The role of delay and market position 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. © 1998 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

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

Loading next page...
 
/lp/wiley/when-does-comparative-advertising-influence-brand-attitude-the-role-of-8re1dk08Sm
Publisher
Wiley
Copyright
Copyright © 1998 John Wiley & Sons, Inc.
ISSN
0742-6046
eISSN
1520-6793
D.O.I.
10.1002/(SICI)1520-6793(199808)15:5<461::AID-MAR4>3.0.CO;2-5
Publisher site
See Article on Publisher Site

Abstract

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. © 1998 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Aug 1, 1998

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off