Comparative advertising effectiveness in Latin America: evidence from Chile

Enrique Manzur M. · Rodrigo Uribe · Sergio Olavarrieta S. · Pablo Farías

33 citations0/0 files storedInternational Marketing Review

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Market Behavior and Pricing Advertising and Communication Studies

Abstract

Purpose The purpose of this study is to test the viability of comparative advertising in Chile. Design/methodology/approach Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brand's relative market share: market leader, other brand) between‐subjects factorial design. Findings The results suggest that direct and indirect comparative advertisements are not more effective than noncomparative advertisements in Chile. Additionally, data do not support the idea that the effect of comparative advertising intensity is moderated by the product category involvement and/or by the sponsor brand's relative market share. Since comparative advertising was not shown to be more effective than noncomparative advertising, the authors hypothesize that it is due to cultural biases and the novelty of comparative advertising in Latin America, as expressed through negative message believability. Practical implications While experimental research is not sufficient to establish the generalized non‐superiority of comparative advertising in the region, the results support the idea that comparative advertising might not be more effective than noncomparative advertising for many marketing campaigns in Latin America. Originality/value Several recent studies have investigated international differences in advertising practices. Most of these address advertising in general, leaving the transferability of comparative advertising practices largely unexplored (White Nye et al.). Analyzing the case of Latin America is highly relevant due to the limited development that exists with respect to comparative advertising in the region.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 33 citations exist upstream.

References

2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1993Cultures and Organizations: Software of the Mind.1979Review of Psychometric theory (2nd ed.).1957The Measurement of Meaning 1960Conflict, arousal, and curiosity.2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

Cited by

2013Salesperson CLV orientation's effect on performance 2018Determinants of knowledge of personal loans' total costs: How price consciousness, financial literacy, purchase recency and frequency work together 2014Estrategias de marketing utilizadas por las empresas chilenas para incrementar el valor de los clientes 2015Luxury brand advertising in Argentina: Changes following import restrictions

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.