Effects of perceived product similarity and ad claims on brand responses in comparative advertising

Abstract

Purpose – The purpose of this paper is to investigate the effect of perceived product similarity and comparative ad claims on brand responses. Design/methodology/approach – This study uses a two (similarity between the target product and the comparison product: relatively similar vs dissimilar) by three (product attributes of the target product: common to the comparison product, distinct from the comparison product, and a combination of common and distinct attributes) between-subjects factorial design with 300 Thai undergraduate students. Findings – It finds that when perceived similarity between the products is high, a combination of superiority (distinct) and parity (common) ad claims lead to the best brand responses. When perceived similarity is low, superiority claims bring about the best brand responses. Research limitations/implications – It extends comparative advertising and category-substitution research by addressing the research gaps in perceived similarity and claim type. Practical implications – Companies should emphasize a product’s superior attributes in general but a combination of common and superior attributes when the product is relatively similar to other products in comparative advertising. Originality/value – This study provides new evidence that perceived product similarity moderates the effect of comparative ad claims on brand responses.

The ad format-strategy effect on comparative advertising effectiveness

“…Beard (2015) shows that older consumers are less likely to purchase or recommend a service after viewing a comparative print advertisement (in the US context), whereas young consumers respond similarly to direct and non-comparative ads. Pornpitakpan and Yuan (2015) find that perceived similarity between the advertising and the comparison products moderates the effects of comparative advertising claims on brand responses. Their study shows that when perceived EJM 51,1 similarity between the products is high, a combination of superiority (distinct) and parity (common) ad claims yield best brand responses (i.e.…”

Algılanan Kalitenin Satın Alma Niyeti Üzerindeki Etkisinde Ağızdan Ağıza İletişimin Düzenleyici Rolü

“…Çalışma modeli B. Veri Toplama Araçları ve Veri Toplama Süreci Çalışmadaki değişkenler arası ilişkilerin anlaşılması için ölçekler beşli Likert ölçeği şeklinde oluşturulmuştur. Ağızdan ağıza iletişim ölçeğinde Rageh Ismail ve Spinelli [12], satın alma niyeti ölçeğinde Pornpitakpan ve Yuan [13], algılanan kalite ölçeğinde ise Yoo ve Donthu'nun [14] Tablo'te görüldüğü gibi algılanan kalite (β=.519; p=,000) satın alma niyetini olumlu ve anlamlı şekilde etkilemektedir. Benzer şekilde algılanan kalite (β=.540; p=,000) ağızdan ağıza iletişimi de olumlu ve anlamlı şekilde etkilemektedir.…”

The Mediating Role of Brand Image in the Effect of Social Media Marketing on Purchase Intention

“…The scales were created as a five-point Likert scale. On the SMM scale, Ismail et al [14] Scales were created by taking into account the scales used by Pornpitakpan and Yuan [15] for the PI scale and the scales used by Ismail and Spinelli [16] for the BI scale.…”