Comparative Advertising in India: A Content Analysis of English Print Advertisements
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Cites background from "Comparative Advertising in India: A..."
...These include studies on media portrayals of older adults (Raman, Harwood, Weis, Anderson, & Miller, 2008), comparative advertising (Kalro et al., 2010), consumer promotions (Joseph & Sivakumaran, 2011) and gender portrayal (Das, 2011)....
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Cites background or result from "Comparative Advertising in India: A..."
...Whether new or established, most underdog brands prefer to use comparative advertising (Hoch and Deighton, 1989; Kalro et al., 2010), as most underdog brands are not as well-known as top-dog ones (Hoch and Deighton, 1989)....
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...Kalro et al. (2010) however reveal in their content analysis that comparative advertising is used equally for both utilitarian and hedonic products....
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...Consistent with this report, Kalro et al. (2010) find that 68 per cent of all comparative ads in India are direct, whereas 32 per cent are indirect....
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...According to Kalro et al. (2010), a possible use for the wide prevalence of “multi-brand” comparisons could be fragmented product markets....
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...First, most prior research in this genre has focused on market leader comparisons alone (Ang and Leong, 1994; Chattopadhyay, 1998; Gorn and Weinberg, 1984; Gotlieb and Sarel, 1991, 1992; Pechmann and Stewart, 1990, 1991), while ignoring multi-brand comparisons, when market reality shows that multi-brand comparisons are the norm, rather than an exception (Kalro et al., 2010)....
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16 citations
References
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"Comparative Advertising in India: A..." refers background in this paper
...Minimal claims are demonstrated by Nissan Altima’s claim that it has the same trunk space as a BMW (Jain et al. 2006)....
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...There are two types of comparative advertising frames: a maximal claim, where the advertised brand claims superiority over the competitor brand, and a minimal claim, wherein the advertised brand claims parity/similarity with the competitor (Jain, Agrawal, and Maheswaran 2006)....
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71 citations
"Comparative Advertising in India: A..." refers background in this paper
...Therefore, in high-context cultures a low, rather than high, amount of information needs to be stated explicitly for communication to be effective (Köszegi, Vetschera, and Kersten 2003)....
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71 citations
"Comparative Advertising in India: A..." refers background in this paper
...Given the pace of internationalization of multinational companies and the fast-growing trend toward building global brands (Donthu 1998), our findings would also be useful to new and potential entrants in emerging markets like India....
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