Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

Bei, Lien-Ti; Chu, Chia-Hsien; Shen, Yung-Cheng

doi:10.1080/13527260903478367

Cited by 8 publications

(2 citation statements)

References 44 publications

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“…Even recent studies (e.g. Bei et al , ; Zhang et al , ) that look at audience characteristics like self‐construal and consumer product knowledge, respectively, consider only direct comparative ads versus noncomparative ads and omit indirect comparisons. Hence, on the second front, this study contributes to the limited literature studying direct versus indirect comparative ads (Brown and Jackson, ; Goodwin and Etgar, ; Muehling, ; Pechmann and Ratneshwar, ; Walker and Anderson, ; Snyder, ; Jeon and Beatty, ; WoonBong et al , ).…”

Section: Discussionmentioning

confidence: 91%

Direct or indirect comparative ads: The moderating role of information processing modes

Kalro

Sivakumaran

Marathe

2013

J of Consumer Behaviour

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Comparative advertising is widely used as a persuasion tool. Contemporary advertisers employ both direct (e.g. “Total Corn Flakes have more nutritional ingredients than Kellogg Corn Flakes”) and indirect comparative advertisements (e.g. “Total Corn Flakes have more nutritional ingredients than other corn flakes”) in their campaigns. Consumers process ads predominantly either through analytical (using reason and semantics) or imagery (using nonverbal, sensory representation of perceptual information) modes of processing. Drawing on extant research in advertising and information processing, we posit that direct comparisons are better suited for analytical processing while indirect ones are more amenable for imagery processing. Using a 2*2 factorial design (comparison format—direct/indirect; mode of information processing—analytical/imagery), we show that direct (indirect) comparative advertisements are more effective in reducing perceived manipulative intent, enhancing attitude toward the advertisement, and increasing the perceived differences between the brands for consumers using analytical (imagery) information processing modes. We add to the comparative advertising literature by identifying a moderator (mode of information processing) that influences the effectiveness of direct and indirect comparisons. Further, we study indirect comparisons when most extant research considers direct comparisons. Managerially, our work suggests that advertisers using comparative advertising should use direct comparisons under analytical processing conditions and use indirect comparisons under imagery processing conditions. Copyright © 2013 John Wiley & Sons, Ltd.

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Section: Discussionmentioning

confidence: 91%

Direct or indirect comparative ads: The moderating role of information processing modes

Kalro

Sivakumaran

Marathe

2013

J of Consumer Behaviour

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“…However, there was no specific differences between categories when the iconic product had a high level of perceived quality. Bei et al (2011) also found that promoting the brand extension with a similar brand in a similar category could lead to an assimilation effect on consumer evaluation. However, when a brand tried to extend to a dissimilar category, the company may want to use a comparative advertisement to create a visual and/or sensory link to the iconic product because consumers had already memorized the style of such advertisements from iconic product advertising.…”

Section: List Ofmentioning

confidence: 91%

An empirical study on consumers’ attitudes toward cross-category brand extension

Gan¹

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Consumer evaluations of brand extension are becoming increasingly important to the consumer market (Kaur & Pandit, 2015); however, little attention has been given to crosscategory specific research in this field. This research examines whether there are correlations between an iconic product (a product category already occupied by the brand) and its crosscategory extension product and how the user experience on an extension product affects its iconic product. The findings reveal that consumers have a positive attitude toward an extended product when they perceive credibility, quality, and innovativeness from its iconic product. Consumer perceived image-fit and advertisement-match are positively correlated with consumer attitude. The results support that the post-evaluation on an extended product affects its iconic product; however, user experience with an extended product does not correlate with consumers' evaluations of an iconic product on their evaluations of the extended product because of the survey limitation.

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Does a Lack of Control Alter Associative Structure of Brands? The Effects for Positioning Familiar and Unfamiliar Brands

Grochowska

Gąsiorowska

Hajda

2021

Advances in Advertising Research (Vol. XI)

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Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

Cited by 8 publications

References 44 publications

Direct or indirect comparative ads: The moderating role of information processing modes

Direct or indirect comparative ads: The moderating role of information processing modes

An empirical study on consumers’ attitudes toward cross-category brand extension

Does a Lack of Control Alter Associative Structure of Brands? The Effects for Positioning Familiar and Unfamiliar Brands

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