Journal ArticleDOI
Comparative Advertising in India: A Content Analysis of English Print Advertisements
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TLDR
The authors conducted a content analysis on 203 comparative print advertisements in India and found that direct comparative advertisements were used more (vis-a-vis indirect ones), differentiative claims are used more, maximal claims were higher than minimal claims, multibrand comparisons were greater in number, positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands Contrary to expectations, hedonic and utilitarian products used comparative advertisements equally.Abstract:
We conducted a content analysis on 203 comparative print advertisements in India We found that as hypothesized, direct comparative advertisements were used more (vis-a-vis indirect ones), differentiative claims were used more (vis-a-vis associative ones), maximal claims were higher than minimal claims, multibrand comparisons were greater in number (vis-a-vis single-brand comparisons), positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands Contrary to expectations, we found that hedonic and utilitarian products used comparative advertisements equally We offer a snapshot of the state of comparative advertisements in India that would be useful to managers and researchersread more
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Journal ArticleDOI
Nature of green advertisements in India: Are they greenwashed?
TL;DR: In this article, a systematic content analysis of Indian English green print advertisements for the years 2010 and 2011 to verify if greenwashing is prevalent was performed, and the results indicated that 51.7% of the claims were greenwashed and most of them were vague or ambiguous.
Journal ArticleDOI
Direct or indirect comparative ads: The moderating role of information processing modes
TL;DR: This paper showed that direct comparative advertisements are more effective in reducing perceived manipulative intent, enhancing attitude toward the advertisement, and increasing the perceived differences between the brands for consumers using analytical (imagery) information processing modes.
Journal ArticleDOI
Nostalgic advertising in India: a content analysis of Indian TV advertisements
TL;DR: In this article, the authors examined the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).
Journal ArticleDOI
The ad format-strategy effect on comparative advertising effectiveness
TL;DR: In this article, the authors investigate the interplay between comparison ad strategy (market leader/multi-brand comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.
Journal ArticleDOI
Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions
TL;DR: In this paper, the authors examine positive and negative effects of concrete versus non-concrete comparative advertising and the impact of claim substantiation in such comparative advertising on purchase intentions, and analyze the moderating role of consumers' predisposition to show reactance.
References
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Book ChapterDOI
The elaboration likelihood model of persuasion
TL;DR: This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion, and outlines the two basic routes to persuasion.
Journal ArticleDOI
Hedonic Consumption ; Emerging Concepts, Methods and Propositions
TL;DR: In this paper, the authors define hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience.
Journal ArticleDOI
Content Analysis in Consumer Research
TL;DR: The use of documentary evidence such as historical records, novels, existing advertisements, and photographs has been little used in consumer research as mentioned in this paper, which has been shown to be useful in consumer behavior analysis.
Journal ArticleDOI
Strategic Brand Concept-Image Management:
Abstract: Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and co...
Journal ArticleDOI
Measuring the hedonic and utilitarian sources of consumer attitudes
Rajeev Batra,Olli T. Ahtola +1 more
TL;DR: In this paper, it has been suggested that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two components.
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