The Effect of Comparative Advertising on the Recall of Brand Opinion. Empirical Research in the Backward Framing Paradigm

Alicja Grochowska , Dorota Szablisty

Abstract

The Effect of Comparative Advertising on the Recall of Brand Opinion. Empirical Research in the Backward Framing Paradigm

​Different advertising strategies are undertaken to enhance memorizing the brand and to form attitudes toward it. Some marketers believe that comparative advertising is an efficient tool in building and/or strengthening brand image and brand awareness. This paper shows the maleficent role of comparative advertising in forming an associative structure of the brand and demonstrates that this format of advertising can distort the memory of the brand. Literature in the area of consumer research shows that comparative advertising has not been investigated in this approach.
Author Alicja Grochowska (Wydział Psychologii)
Alicja Grochowska,,
- Wydział Psychologii
, Dorota Szablisty
Dorota Szablisty,,
-
Pages349-365
Publication size in sheets0.8
Book Marek Tadeusz, Waldemar Karwowski, Marek Frankowicz, Jussi Kantola, Pavel Zgaga (eds.): Human Factors of Global Society: A System of Systems Perspective, 2014, CRC Press , ISBN 9781466572867, 1177 p.
URL https://www.crcpress.com/Human-Factors-of-a-Global-Society-A-System-of-Systems-Perspective/Marek-Karwowski-Frankowicz-Kantola-Zgaga/9781466572867
Languageen angielski
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Grochowska-Szablisty-Sthesca-2014.pdf of 14-09-2015
1.18 MB
Score (nominal)5
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Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=17450
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=17450
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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