Article1987

Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches

145 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

The authors compare the relative effectiveness of comparative/noncomparative and product-based/non-product-based advertising in the implementation of an associative strategy for cognitive brand positioning. Two metaconstructs, cognitive accuracy and cognitive clarity, are defined, each within an attitude model and a probabilistic multidimensional scaling model. The results from these very different methodological and conceptual approaches indicate that direct comparative advertisements are superior in engendering overall brand positioning, whereas only product-based direct comparative ads are superior in engendering brand positioning at the attribute level, and only in terms of positioning clarity.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2025Advances in Consumer Research 1977Features of similarity.1983Advances in Consumer Research 1960A theory of data.1965The Impact of Television Advertising: Learning Without Involvement 1961A Model for Predictive Measurements of Advertising Effectiveness 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

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2000Academic Insights: An Application of Multiple-Group Causal Models in Assessing Cross-Cultural Measurement Equivalence 1997Comparative versus Noncomparative Advertising: A Meta-Analysis 2007The Relative Effectiveness of Comparative and Noncomparative Advertising: Evidence for Gender Differences in Information-Processing Strategies 1994Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall 2002Positioning options for achieving brand association: a psychological categorization framework

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