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How Direct Comparative Ads and Market Share Affect Brand Choice · Study

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ArticleHow Direct Comparative Ads and Market Share Affect Brand Choice

Cornelia Pechmann1991

Article1991

How Direct Comparative Ads and Market Share Affect Brand Choice

Cornelia Pechmann · David W. Stewart

24 citations·0/0 files stored·Journal of Advertising Research

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

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References

1960Conflict, arousal, and curiosity.1961A Model for Predictive Measurements of Advertising Effectiveness 1986Recent Research on Selective Exposure to Information 1989Information Processing from Advertisements: Toward an Integrative Framework 1982Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods 1982Attention and automaticity in the processing of self-relevant information.1987Product Categorization and Inference Making: Some Implications for Comparative Advertising 1990The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions

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2018Identity change vs. strategy change: the effects of rebranding announcements on stock returns 2017The ad format-strategy effect on comparative advertising effectiveness

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2012Comparative advertising effectiveness in Latin America: evidence from Chilearticle · 14 shared references 2003Modelling consumer response to differing levels of comparative advertisingarticle · 13 shared references 1988The Contrast Model of Similarity and Comparative Advertisingarticle · 13 shared references 1993Twenty Years of Comparative Advertising in the United Statesarticle · 12 shared references 2015Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?article · 12 shared references 1993When Persuasion Goes Undetected: The Case of Comparative Advertisingarticle · 11 shared references

Details

Year1991

Typearticle

Published1991-12-01

VenueJournal of Advertising Research

ISSN-L0021-8499

Languageen

Citations24

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.1080/00218499.1991.12466799

openalex_workW2787019673

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