Consumers’ Evaluation of Ad-Brand Congruity in Comparative Advertising

Abstract

The present study examines if ad-brand congruity among different ad formats has the potential of breaking through the competitive advertising clutter in India. We examine a specific type of information incongruity, namely that between an advertisement and established associations for the advertised brand, referred to as ad-brand incongruity. Two factors were used as the independent factors, namely type of ad and ad-brand congruity. The type of advertisements had three levels—direct comparative ad, indirect comparative ad, and no comparison ad. The ad-brand congruity variable also had two levels—ad-brand congruity and ad-brand incongruity. Results of the GLM MANOVA reveal that the six groups are significantly different in their attitude toward the ad, attitude toward the brand, and intention to purchase. As predicted, the incongruent-direct comparative ads generated more positive attitude than the indirect or no comparison formats. Also, congruent ad formats did not affect the attitudes to a large extent.

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