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Comparison on ads or not? Influence of Referent on Advertising Effectiveness

Author

Listed:
  • Jong-Sheng Horng

    (Tatung University, Taiwan)

  • Jih-Shyong Lin

    (Associate Professor, Graduate Institute of Design Science, Tatung University No.40, Sec. 3, Zhongshan N. Rd., Taipei 104, Taiwan (R.O.C.), Taiwan)

Abstract

This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.

Suggested Citation

  • Jong-Sheng Horng & Jih-Shyong Lin, 2014. "Comparison on ads or not? Influence of Referent on Advertising Effectiveness," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 5(5), pages 72-80, September.
    • Handle: RePEc:aml:intbrm:v:5:y:2014:i:5:p:72-80
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    References listed on IDEAS

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    Cited by:

    1. Matteo Cristofaro & Pier Luigi Giardino & Luna Leoni, 2021. "Back to the Future: A Review and Editorial Agenda of the International Journal of Business Research and Management," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 12(1), pages 16-33, February.

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    More about this item

    Keywords

    Comparisons on ads ?advertising effect ?ideal brand .;

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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