Comparative advertising effectiveness in different national cultures

Journal of Business Research

Volumn 55, Issue 11, 2002, Pages 907-913

  Jeon, Jung Ok ^a   Beatty, Sharon E ^b  

^a Pukyong National University   (South Korea)

^b UNIVERSITY OF ALABAMA   (United States)

Author keywords

Comparative advertising; Cross cultural assessments

Indexed keywords

EID: 0036347350     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0148-2963(01)00210-7     Document Type: Article

References (23)

1. Empathy versus pride: The influence of emotional appeals across cultures
2. An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response and message acceptance
3. Conflict, arousal and curiosity
4. A study of the structural relationship underlying attitude change of comparative advertising
5. A cross-country investigation of recall of and attitude toward comparative advertising
6. Category-based applications and extensions in advertising: Motivating more extensive ad processing
7. An experimental investigation of comparative advertising: Impact of message appeal, information load, and utility of product class
8. The impact of comparative advertising on perception and attitude: Some positive findings
9. Comparative advertising effectiveness: The role of involvement ad source credibility
10. Comparative versus noncomparative advertising: A meta-analysis
11. On the need for relative measures when assessing comparative advertising effects
12. A re-examination of the relative persuasiveness of comparative and noncomparative advertising
13. Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis
14. An investigation of factors underlying practitioners' attitudes toward comparative advertising
15. The impact of comparative advertising on levels of message involvement
16. The use of comparative advertising for brand positioning: Association versus differentiation
17. The effects of comparative advertisement on attention, memory and purchase intentions
18. Communications-effectiveness of comparative advertising: A laboratory analysis
19. A structural examination of indirect comparative advertising: The impact of message type and information quantity on attitude change
20. Cross-cultural research in advertising: An assessment of methodologies
21. The interaction between comparative advertising and copy claim variation
22. Comparative advertising: Problems and potential
23. An analysis of cognitive responses to comparative advertising