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Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation · Study

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ArticleSales Effectiveness of Comparative Advertising: An Experimental Field Investigation

Zohrab S. Demirdjian1983

Article1983

Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation

Zohrab S. Demirdjian

48 citations·0/0 files stored·Journal of Consumer Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

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References

1981An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance 1980An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class

Cited by

1994Verbal Strategies for Indirect Comparative Advertising 1993Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness 1993Positive versus negative comparative advertising 1993Twenty Years of Comparative Advertising in the United States 1992Comparative Advertising Intensity 1991How Direct Comparative Ads and Market Share Affect Brand Choice 1988An Examination into the Effectiveness of Two-Sided Comparative Price Appeals 2018Measuring the effects of advertising on green industry sales: a generalized propensity score approach

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1989An Exploration of Voter Responses to Political Advertisementsarticle · 2 shared references 1983The Information Content of Comparative Magazine Advertisementsarticle · 2 shared references 1991Negative Advertising: The Malicious Strain of Comparative Advertisingarticle · 2 shared references 2002Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluationsarticle · 2 shared references 1986Verbal and Visual References to Competition in Comparative Advertisingarticle · 2 shared references 2002Comparative advertising effectiveness in different national culturesarticle · 2 shared references

Details

Year1983

Typearticle

Published1983-12-01

VenueJournal of Consumer Research

ISSN-L0093-5301

Languageen

Citations48

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1086/208975

openalex_workW2083636075

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