Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

Sustainable consumption and marketing

“…Relevance of product attributes refers to the consequences of product attributes relative to the personal values and desires of people (Ares, Giménez, Barreiro, & Gámbaro, 2010;Carlson & Bond, 2006;Dagupen, Tagarino, Gumihid, Gellynck, & Viaene, 2009;Van Ittersum et al, 2007;Yagci, Biswas, & Dutta, 2009). Determinance of product attributes refers to the role of product attributes in product judgment in actual choice situations (Crouch, 2011;Taylor & Capella, 1996;Tubillejas, Cuadrado, & Frasquet, 2011;Van Ittersum et al, 2007).…”

The quality of quality awards: Diminishing information asymmetries in a hotel chain

“…Bharadwaj and Menon (1994) point out that the image that the market has of a service firm and the perception of its service affect the firm's performance even more than the actual service the firm offers. In fact, Yagci, Biswas, and Dutta (2009) indicate that perceived quality-along with esteem dimensions-form brand image. In the tourism industry information asymmetries play a crucial role for the individual when making his/her decisions.…”

Do opposites attract? Understanding opposition in promotion

“…However, in the appropriate situation, using an oppositional format to compare two different brands (comparative ads), may be an effective method to intensify product characteristics and differences. In fact, since comparative ads increase attention, involvement, and motivate higher stimulation levels, this message strategy combined with an oppositional execution may be effective (Pillai & Goldsmith, 2008), especially for new or improved products (Yagci, Biswas & Dutta, 2009). In addition, managers should pick the specific oppositional element(s) carefully: keep the focus on the brand's strength(s).…”