IDEAS home Printed from https://ideas.repec.org/a/aml/intbrm/v5y2014i5p72-80.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.cscjournals.org/manuscript/Journals/IJBRM/Volume5/Issue5/IJBRM-174.pdf
    Download Restriction: no
    File URL: https://www.cscjournals.org/library/manuscriptinfo.php?mc=IJBRM-174
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Biswas, Abhijit, 1992. "The moderating role of brand familiarity in reference price perceptions," Journal of Business Research, Elsevier, vol. 25(3), pages 251-262, November.
    2. Pechmann, Cornelia & Stewart, David W, 1990. "The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 180-191, September.
    3. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    4. Johnson, Michael D, 1984. "Consumer Choice Strategies for Comparing Noncomparable Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 741-753, December.
    5. Islam Md. Monirul & Jang Hui Han, 2012. "Perceived Quality and Attitude Toward Tea & Coffee by Consumers," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 3(3), pages 100-112, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Olshavsky, Richard W. & Aylesworth, Andrew B. & Kempf, DeAnna S., 1995. "The price-choice relationship: A contingent processing approach," Journal of Business Research, Elsevier, vol. 33(3), pages 207-218, July.
    2. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions," Journal of Business Research, Elsevier, vol. 84(C), pages 233-242.
    3. Revista de turism - Studii si cercetari in turism, 2016. "Books Review And Presentation," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 21(21), pages 1-5, June.
    4. Mariconda, Simone & Lurati, Francesco, 2015. "Does familiarity breed stability? The role of familiarity in moderating the effects of new information on reputation judgments," Journal of Business Research, Elsevier, vol. 68(5), pages 957-964.
    5. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    6. Moslehpour, Massoud & Lin, Yi Hsin & Nguyen, Thi Le Huyen, 2017. "Top purchase intention priorities of Vietnamese LCC passengers: Expectations and satisfaction," MPRA Paper 81635, University Library of Munich, Germany.
    7. Szymon Chudziak, 2024. "Consumption Modelling Using Categorisation-Enhanced Mental Accounting," Computational Economics, Springer;Society for Computational Economics, vol. 64(3), pages 1391-1442, September.
    8. M. Geuens & D. Vantomme & G. Goessaert & B. Weijters, 2003. "Assessing the impact of offline URL advertising," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/163, Ghent University, Faculty of Economics and Business Administration.
    9. Easley, Richard W. & Bearden, William O. & Teel, Jesse E., 1995. "Testing predictions derived from inoculation theory and the effectiveness of self-disclosure communications strategies," Journal of Business Research, Elsevier, vol. 34(2), pages 93-105, October.
    10. Jun Zhang & Joon Soo Lim, 2021. "Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 77-98, January.
    11. Yenee Kim & Richard G. McFarland, 2024. "Are you looking for something specific or just looking around? Adaptive selling on the basis of customer shopping goals in retail sales," Journal of the Academy of Marketing Science, Springer, vol. 52(6), pages 1780-1804, November.
    12. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    13. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    14. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.
    15. Gaurav Sabnis & Rajdeep Grewal, 2015. "Cable News Wars on the Internet: Competition and User-Generated Content," Information Systems Research, INFORMS, vol. 26(2), pages 301-319, June.
    16. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    17. Jongwon Won & Jong Yoon Lee & Jong Woo Jun, 2020. "Influences of SNS (Social Network Service) Uses and Musical Consumption on City Branding: A Focus on Broadway, New York and the West End, London," Sustainability, MDPI, vol. 12(9), pages 1-10, May.
    18. Tamao Miura & Shoji Yamamoto, 2022. "Analysis of Factors Influencing the Choice between Ownership and Sharing: Qualitative and Quantitative Survey Results on Car Sharing Service Users Conducted in Japan," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    19. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    20. Ayat Mazin Almahmoud, 2019. "The Impact of Social Media Characteristics and Customer Attitude on EWOM: An Empirical Study in Jordanian Banking Sector," Journal of Social Sciences (COES&RJ-JSS), , vol. 8(2), pages 169-188, April.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aml:intbrm:v:5:y:2014:i:5:p:72-80. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nabeel Tahir (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.