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Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan,Chanthika; Yuan,Yizhou
2015-09-14
Source PublicationAsia Pacific Journal of Marketing and Logistics
ISSN17584248 13555855
Volume27Issue:4Pages:535-558
AbstractPurpose – 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.
KeywordAd claims Category substitution Comparative advertising Perceived similarity Schema congruity
DOI10.1108/APJML-05-2014-0086
URLView the original
Language英语
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Cited Times [WOS]:2   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionUniversity of Macau
Corresponding AuthorPornpitakpan,Chanthika
AffiliationUniversity of Macau,,Macau,Macao
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Pornpitakpan,Chanthika,Yuan,Yizhou. Effects of perceived product similarity and ad claims on brand responses in comparative advertising[J]. Asia Pacific Journal of Marketing and Logistics,2015,27(4):535-558.
APA Pornpitakpan,Chanthika,&Yuan,Yizhou.(2015).Effects of perceived product similarity and ad claims on brand responses in comparative advertising.Asia Pacific Journal of Marketing and Logistics,27(4),535-558.
MLA Pornpitakpan,Chanthika,et al."Effects of perceived product similarity and ad claims on brand responses in comparative advertising".Asia Pacific Journal of Marketing and Logistics 27.4(2015):535-558.
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