The Effect of Comparative Advertising on the Recall of Brand Opinion. Empirical Research in the Backward Framing Paradigm
Alicja Grochowska , Dorota Szablisty
AbstractThe 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.
|Publication size in sheets||0.8|
|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.|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=17450|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=17450|
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