ISSN:
0309-0566
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
In order to analyse consumer response to differing levels of comparative advertising, we have designed a causal model that includes various measurements of advertising effectiveness (cognitive, affective and connative), along with some of the main moderating factors considered in prior academic research. Thus, we carried out an experimental study in Spain using a total sample of 720 consumers spread out over four large geographical areas of the country. The results drawn from estimating the proposed model indicate that the greater the comparative advertising intensity, the lower the consumer's perception of believability. Likewise, the number of counter-arguments presented by the consumer increases, which negatively affects both attitudes and purchase intentions. However, the less well-known brands on the market are those that benefit most from this advertising strategy, increasing the audience's attention and improving purchase intentions.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/03090560310453299
Permalink
