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Comparative advertising in horizontal business publications

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References

1977Content Analysis in Consumer Research2,310 cited
1975Comparison Advertising: Problems and Potential156 cited
1976Communications-Effectiveness of Comparative Advertising: A Laboratory Analysis111 cited
1978The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand92 cited
1979Consumer Reactions to Explicit Brand Comparisons in Advertisements89 cited
1981The Communications—Effectiveness of Comparative Advertising for a New Brand on Users of the Dominant Brand66 cited
1975Comparative Advertising: Perspectives and Issues42 cited
1977Contemporary marketing thought : 1977 educator's proceedings40 cited
1978How Effective is Comparison Advertising for Stimulating Brand Recall?39 cited
1977Comparative Television Advertising: Examining its Nature and Frequency32 cited

Cited by

2013A History of Comparative Advertising in the United States23 cited
2007A Six-Decade Study of the Portrayal of African Americans in Business Print Media: Trailing, Mirroring, or Shaping Social Change?20 cited
2013Practitioner Views of Comparative Advertising19 cited
1995Comparative Advertising Law in the European Community: Will the Proposed Directive Harmonize across the Atlantic?16 cited

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2013Comparative Advertising as a Competitive Tool12 cited

1992Differentiative Comparative Advertising: Some Positive Results Revealed by Measurement of Simultaneous Effects on the Ad-Sponsoring and Comparison Brands12 cited