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A review of comparative advertising research 1975–2018: Thematic and citation analyses

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  • del Barrio-García, Salvador
  • Muñoz-Leiva, Francisco
  • Golden, Linda

Abstract

Given the importance of comparative advertising (CA) in advertising praxis, scholars have long studied the CA approach from different perspectives. There are several review and meta-analysis academic papers on CA published. Review articles result in academic information gaps and differ from the approach proposed here. Therefore, there is a need for a comprehensive study of CA research themes in the past, present, and future. This paper responds to the need to analyze additional aspects of CA research. Using several bibliometric analyses, a comprehensive thematic review of comparative advertising research is discussed (1975–2018). Forty themes emerge from the 305 marketing and advertising journal articles reviewed, producing four thematic clusters. Clusters range from traditional media effectiveness to political and negative advertising. The results suggest important directions for future advertising research.

Suggested Citation

  • del Barrio-García, Salvador & Muñoz-Leiva, Francisco & Golden, Linda, 2020. "A review of comparative advertising research 1975–2018: Thematic and citation analyses," Journal of Business Research, Elsevier, vol. 121(C), pages 73-84.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:73-84
    DOI: 10.1016/j.jbusres.2020.08.023
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    References listed on IDEAS

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    2. Wang, Xinxin & Xu, Zeshui & Qin, Yong & Skare, Marinko, 2021. "Service networks for sustainable business: A dynamic evolution analysis over half a century," Journal of Business Research, Elsevier, vol. 136(C), pages 543-557.
    3. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    4. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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