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Understanding the Mental Representations Created by Comparative Advertising

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145 cited

1980An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class132 cited

1995Consumer Involvement and Deception from Implied Advertising Claims126 cited

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2004THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis99 cited
2012Comparative advertising effectiveness in Latin America: evidence from Chile33 cited
2007Diagnostic Advertising Content and Individual Differences: Testing a Resource-Matching Perspective with a Taiwanese Sample32 cited
2014Associative and dissociative comparative advertising strategies in broadening brand positioning31 cited
2007Norm violations and the role of marketplace comparisons in positioning brands27 cited
2012How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness17 cited
2006Using context effects to increase a leader's advantage: What set of alternatives should be included in the comparison set?17 cited
2013Priming a Cross‐Category Brand Alliance: The Moderating Role of Attribute Knowledge and Need for Cognition14 cited
2013Comparative Advertising as a Competitive Tool12 cited
2010Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge9 cited
2016Comparative Television Advertising in the United States: A Thirty-Year Update9 cited
2008The Tri-Mediation Model of persuasion9 cited