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.